01867nas a2200301   4500000000100000000000100001008004100002260005700043653001800100653001400118653003300132653001100165100002200176700003000198700002800228700002200256700001500278700001900293700001800312700003100330700001700361245008500378856015300463300001400616490000700630520088600637020004201523       2021                            d  bSpringer Science and Business Media Deutschland GmbH10aActive ageing10aAwareness10aIntangible cultural heritage10aVideos1 aJuan Ortega Moran1 aJose Moyano Garcia-Cuevas1 aFrancisco Esteban Gomez1 aCarolina Vila-Cha1 aNuno Serra1 aDebora Zamillo1 aAurelia Curaj1 aFrancisco Sanchez Margallo1 aBlas Pagador00aAwareness of Intangible Cultural Heritage Through Videos Promoting Active Ageing  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85106418354&doi=10.1007%2f978-3-030-72567-9_18&partnerID=40&md5=129c4f5ca4ec8560c5fba1176de7c488  a1127-11410 v173 aThe UNESCO brand represents an added value in cultural heritage and recently in intangible heritage.With this distinction you get a remarkable visibility and prerogatives in tourist destination offers that are not always developed in the same way, hence the need for its analysis. The present work addresses the theme of the UNESCO brand in Intangible Heritage and its relationship with tourism from a case study: the revitalization of traditional knowledge of artisanal lime in Morón de la Frontera (Seville, Andalusia), recognized program as an example of good safeguard practice, registered in the Register of Good Practices of UNESCO in 2011. Although exhibiting a heritage asset as a UNESCO brand (“we are brand”) is a recognition of prestige, we consider to what extent and in what way that recognition satisfies the tourist expectations that the local society may have.  a2195271X (ISSN); 9783030725662 (ISBN)