Publicomos

Notice (permalien)

Réf.

43219

Type

chapter

Titre

Interactive-relationship between Cultural Identity and Heritage Branding

Langues

English

Auteurs

Amer, Mohamed

Éditeurs

Antunes, Alexandra de Carvalho / Angjeliu, Grigor / Bellanova, Mariagrazia

Lieu de publication

Oeiras

Pays de publication

Portugal

Maison d'édition

Mazu Press

Date

2020

Pages

p. 161-177

Titre de la source

Advances in Cultural Heritage Studies, Year 2020. Contributions of the European Students’ Association for Cultural Heritage

ISBN

978-989-54519-8-2

Mots-clés

cultural identity / tourism / public awareness / climate change / sustainable development / economy / marketing / historic sites / values / conservation of historic sites / management / economic aspects / social aspects / tourism management / sustainable tourism / tourism impact / types of tourism / economic impact / interpretation / presentation / local communities

Résumé en anglais

The heritage sites have internationally a group of obstacles in the competitive touristic market. Thus, the cultural identity is considered the basic generator for creating heritage marketing actions. There are some heritage sites that are globally well-known and attract a large number of visitors but are not fully integrated, especially through its edutainment services and facilities, into its main local identity. Thus, the cultural identity is considered the strategic tool of distinguishing competitively the heritage site and creating a kind of uniqueness which isn’t explored in another heritage site by the visitors’ perception and experience. This research aims to approve the cultural identity’s role branding the heritage site through operationalizing interactively three factors: image, awareness, and loyalty/sense of place. Therefore, realizing the “Green Economy” perspective, these factors are the main domains of sustaining socio-economically the heritage communities as the main representative of the cultural heritage and a fundamental generator of the future heritage. In addition, it aims at critically analyzing, through the secondary data, the supposed effective interaction and interrelationship between the cultural identity and heritage branding to curate the values of the heritage site and to sustain its indigenous/autochthonous/local community.

URL

https://www.esach.org/uploads/1/3/3/0/133018122/ebook_advances_2020_mazupress_.pdf

Document joint

Article 2.pdf

Licence

Creative Commons Attribution-Non Commercial-Share Alike (BY-NC-SA)