02872nas a2200517   4500000000100000000000100001008004100002653002200043653002400065653001100089653002000100653001200120653002600132653001000158653001100168653001200179653001300191653002800204653003300232653001000265653001200275653001200287653001200299653001100311653002000322653001800342653002100360653002200381653002600403653001400429653001600443653002400459653002300483100001500506700001200521700001200533700001400545700001600559700001400575245008700589856015000676300001000826490000600836520149200842022002002334                                       d10aAcademic research10aAmsterdam [Montana]10acities10aCommodification10aCulture10aDestination marketing10aGenoa10aGenova10aGermany10aheritage10aHeritage Interpretation10aIntangible cultural heritage10aItaly10aLeipzig10aLiguria10aMontana10aSaxony10aThe Netherlands10aUnited States10acommodity market10acultural heritage10aheritage conservation10aMarketing10astakeholder10atourism development10atourism management1 aN. Mitsche1 aF. Vogt1 aD. Knox1 aI. Cooper1 aP. Lombardi1 aD. Ciaffi00aIntangibles: enhancing access to cities  cultural heritage through interpretation.  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84875596442&doi=10.1108%2f17506181311301381&partnerID=40&md5=3639078e9e3cb9eb7b1e39d973bfbf45  a68-770 v73 aPurpose: The purpose of this paper is to utilise commodification for the conservation and promotion of cultural heritage in cities by developing interpretative strategies, specifically enabling access to intangible cultural heritage through its tangible parts. Design/methodology/approach: In total, three case studies were conducted in the cities of Amsterdam, Genoa and Leipzig, through a workshop cycle with destination and local tourism stakeholders and citizen representatives, to develop interpretative strategies for the cities. Findings: The paper identifies tangible and intangible cultural heritage of the three cities, and integrates them into stories and outlines the development of an interpretative strategy for destinations independent from, but aligned with, the current marketing and positioning strategy development level. Research limitations/implications: Future research should examine the integration process of interpretative strategies and heritage interpretation of cultural heritage in marketing strategies, and in particular focus on the intangible aspects. Originality/value: The article integrates and highlights the value of intangible cultural heritage and interpretation of cultural heritage in general for marketing purposes through the development of an interpretative strategy improving access to destinations  cultural heritage supporting destination management. The article adds to the research discussion of the commodification of cultural heritage.  a17506182 (ISSN)