Promotion and Marketing Practices of Local Heritage in the Global Warming Era. The Jiu Valley Example

Abstract

This article refers to current local heritage promotion and marketing practices in the Jiu Valley (Romania), a region strongly influenced by the transition from coal-intensive industry to deindustrialization and decarbonisation. Containing four con-crete cases of heritage valorisation, the article captures how local history and tradi-tions are perceived as regional economic and cultural promotion sources, the rela-tionship of the actors involved with local authorities and communities, and also the process of including local heritage in sustainable development plans under the im-pulse of global and European policies to reduce pollution.