Interactive-relationship between Cultural Identity and Heritage Branding

Amer, Mohamed (2020) Interactive-relationship between Cultural Identity and Heritage Branding. In: Advances in Cultural Heritage Studies, Year 2020. Contributions of the European Students’ Association for Cultural Heritage. Mazu Press, Oeiras, pp. 161-177. ISBN 978-989-54519-8-2 [Book Section]

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Abstract (in English)

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.

Item Type:	Book Section
Authors:	Authors Email Amer, Mohamed mohammadbadry2013@gmail.com
Editors:	Editors Email Antunes, Alexandra de Carvalho UNSPECIFIED Angjeliu, Grigor UNSPECIFIED Bellanova, Mariagrazia UNSPECIFIED
Languages:	English
Keywords:	cultural heritage sites; cultural identity; cultural heritage values; cultural heritage economy; cultural heritage marketing; tourism; public awareness; climate change; sustainable development; local community
Subjects:	E.CONSERVATION AND RESTORATION > 05. Sites E.CONSERVATION AND RESTORATION > 07. Management E.CONSERVATION AND RESTORATION > 09. Social and economic aspects of conservation G.DETERIORATION > 03. Climate change I.CULTURAL TOURISM > 02. Tourism management I.CULTURAL TOURISM > 04. Sustainable tourism I.CULTURAL TOURISM > 05. Tourism impact I.CULTURAL TOURISM > 06. Types of tourism (urban, rural, religious...) J.HERITAGE ECONOMICS > 02. Economic impact of heritage J.HERITAGE ECONOMICS > 05. Heritage and sustainable development L.PRESENTATION AND TRANSMISSION OF HERITAGE > 02. Interpretation L.PRESENTATION AND TRANSMISSION OF HERITAGE > 03. Presentation
ISBN:	978-989-54519-8-2
Depositing User:	Mr. Mohamed Amer
Date Deposited:	11 May 2021 11:24
Last Modified:	08 Jun 2021 09:54
URI:	https://openarchive.icomos.org/id/eprint/2482

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