Civita di Bagnoregio, Italy: towards a people-centred heritage branding approach

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Heritage Tourism Pub Date : 2023-03-27 DOI:10.1080/1743873X.2023.2188450

Mohamed Amer, M. Ginzarly, M. Renzi

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引用次数: 1

Abstract

ABSTRACT The valorization of the UNESCO WHC emblem as a brand icon overlooks the marketing statement of local heritage sites that are not designated as world heritage. This practice leads to competition rather than collaboration which could result in endangering the intangible cultural heritage expressions and authentic cultural knowledge. Moreover, the tourism market deals mostly with the cultural landscape as a semi-customized product valorizing the role of publicity which might have a high negative impact on the conservation statement of the cultural asset. Consequently, this research investigates the interconnection between the fundamentals of branding and conservative management to enhance the outstanding values of cultural identity manifestations. It is an empirical study that reviews the branding statement of the Italian cultural landscape of Civita di Bagnoregio. It applies an integrated method that combines qualitative and quantitative analysis. It assesses 20 interviews with the key site stakeholders and more than 7000 social media posts. The findings of this study draw a proposal for a people-centred heritage branding approach that seeks to generate a lifelong learning memory for the community and a long-term brand image for the visitors’ mentality.

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Civita di Bagnoregio，意大利：走向以人为本的遗产品牌方法

联合国教科文组织世界遗产委员会会徽作为品牌标志的定价忽略了未被指定为世界遗产的当地遗产地的营销声明。这种做法导致竞争而非合作，这可能会危及非物质文化遗产的表现形式和真实的文化知识。此外，旅游市场主要将文化景观作为一种半定制产品，对宣传的作用进行估价，这可能会对文化资产的保护声明产生很大的负面影响。因此，本研究调查了品牌的基本原理和保守管理之间的相互联系，以增强文化身份表现的突出价值。这是一项实证研究，回顾了意大利文化景观Civita di Bagnoregio的品牌声明。它采用了定性和定量分析相结合的综合方法。它评估了对关键网站利益相关者的20次采访和7000多条社交媒体帖子。这项研究的结果为以人为中心的遗产品牌方法提出了建议，该方法旨在为社区创造终身学习记忆，并为游客的心态创造长期的品牌形象。

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来源期刊

Journal of Heritage Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.50

自引率

11.10%

发文量

期刊介绍： The Journal of Heritage Tourism ( JHT ) is a peer-reviewed, international transdisciplinary journal. JHT focuses on exploring the many facets of one of the most notable and widespread types of tourism. Heritage tourism is among the very oldest forms of travel. Activities such as visits to sites of historical importance, including built environments and urban areas, rural and agricultural landscapes, natural regions, locations where historic events occurred and places where interesting and significant living cultures dominate are all forms of heritage tourism. As such, this form of tourism dominates the industry in many parts of the world and involves millions of people. During the past 20 years, the study of tourism has become highly fragmented and specialised into various theme areas, or concentrations. Within this context, heritage tourism is one of the most commonly investigated forms of tourism, and hundreds of scholars and industry workers are involved in researching its dynamics and concepts. This academic attention has resulted in the publication of hundreds of refereed articles in various scholarly media, yet, until now there has been no journal devoted specifically to heritage tourism; Journal of Heritage Tourism was launched to fill this gap. JHT seeks to critically examine all aspects of heritage tourism. Some of the topics to be explored within the context of heritage tourism will include colonial heritage, commodification, interpretation, urban renewal, religious tourism, genealogy, patriotism, nostalgia, folklore, power, funding, contested heritage, historic sites, identity, industrial heritage, marketing, conservation, ethnicity, education and indigenous heritage.