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, p. 161-177. ISBN 978-989-54519-8-2 [Chapitre de livres]

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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.

Type:	Chapitre de livres
Auteurs:	Auteurs E-mail Amer, Mohamed mohammadbadry2013@gmail.com
Editeurs:	Editeurs Email Antunes, Alexandra de Carvalho NON SPECIFIÉ Angjeliu, Grigor NON SPECIFIÉ Bellanova, Mariagrazia NON SPECIFIÉ
Langues:	Anglais
Mots-clés libres:	cultural heritage sites; cultural identity; cultural heritage values; cultural heritage economy; cultural heritage marketing; tourism; public awareness; climate change; sustainable development; local community
Sujets:	E.CONSERVATION ET RESTAURATION > 05. Sites E.CONSERVATION ET RESTAURATION > 07. Gestion E.CONSERVATION ET RESTAURATION > 09. Aspects économiques et sociaux de la conservation G.DEGRADATION > 03. Changement climatique I.TOURISME CULTUREL > 02. Gestion du tourisme I.TOURISME CULTUREL > 04. Tourisme durable I.TOURISME CULTUREL > 05. Impact du tourisme I.TOURISME CULTUREL > 06. Types de tourisme (urbain, rural, religieux…) J.ECONOMIE DU PATRIMOINE > 02. Impact économique du patrimoine J.ECONOMIE DU PATRIMOINE > 05. Patrimoine et développement durable L.PRESENTATION ET TRANSMISSION DU PATRIMOINE > 02. Interprétation L.PRESENTATION ET TRANSMISSION DU PATRIMOINE > 03. Présentation
ISBN:	978-989-54519-8-2
Déposé par:	Mr. Mohamed Amer
Date de dépôt:	11 mai 2021 11:24
Dernière modification:	08 juin 2021 09:54
URI:	https://openarchive.icomos.org/id/eprint/2482

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