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Social Science

From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement

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Gaia Daldanise

Gaia Daldanise

Institute of Research on Innovation and Services for Development (IRISS), National Research Council of Italy (CNR), 80134 Naples, Italy


  Peer Reviewed

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© attribution CC-BY

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rating
477 Views

Added on

2024-10-25

Doi: http://dx.doi.org/10.3390/su122410399

Related Subjects
Law
Politics
Economics
Geography
Education
Sociology

Abstract

The international debate on cultural heritage enhancement and cultural cross-overs, highlights the need to rethink the relationship between economy, society and territory by working on innovative urban planning and evaluation approaches. In recent times, the concept of “place branding” has become widespread in strategic urban plans, linking marketing approaches to the attractive features of places. The purpose of this study is to outline a holistic approach to cultural heritage enhancement for urban regeneration based on creative and collaborative place branding: “Community branding”. The methodology was tested in Pisticci—near Matera (Basilicata region, Italy)—starting from its historic center. As a multi-methodological decision-making process, Community branding combines approaches and tools derived from Place Branding, Community Planning, Community Impact Evaluation and Place Marketing. The main results achieved include: an innovative approach that combines both management and planning aspects and empowers communities and skills in network; the co-evaluation of cultural, social and economic impacts for the Pisticci Sustainable Urban Lab (PLUS); the writing and signing of an “urban contract” with local Municipality, research centers and PLUS hub association.

Key Questions and Answers

1. How does community-branding differ from traditional place-branding in the context of cultural heritage?

Community-branding shifts focus from representing a place to emphasizing the role of the local community in shaping its identity and values. It highlights inclusivity and participation, unlike place-branding, which is more external and image-focused.

2. What are the challenges and benefits of involving local communities in cultural heritage management?

Challenges include resistance to change and balancing diverse interests, while benefits involve fostering a sense of ownership, enhancing cultural preservation, and promoting sustainability through local engagement.

3. How can collaborative decision-making processes improve the sustainability of cultural heritage?

Collaborative decision-making ensures that local needs, traditions, and knowledge are integrated, leading to more sustainable and contextually appropriate heritage management practices.

4. In what ways can cultural heritage initiatives contribute to community development and identity?

Cultural heritage initiatives strengthen community bonds, reinforce local identity, and create opportunities for economic development through tourism and education, fostering a shared sense of pride and belonging.

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ARTICLE USAGE


Article usage: Oct-2024 to May-2025
Show by month Manuscript Video Summary
2025 May 92 92
2025 April 68 68
2025 March 73 73
2025 February 48 48
2025 January 96 96
2024 December 46 46
2024 November 40 40
2024 October 14 14
Total 477 477
Show by month Manuscript Video Summary
2025 May 92 92
2025 April 68 68
2025 March 73 73
2025 February 48 48
2025 January 96 96
2024 December 46 46
2024 November 40 40
2024 October 14 14
Total 477 477
Related Subjects
Law
Politics
Economics
Geography
Education
Sociology
copyright icon

© attribution CC-BY

  • 0

rating
477 Views

Added on

2024-10-25

Doi: http://dx.doi.org/10.3390/su122410399

Related Subjects
Law
Politics
Economics
Geography
Education
Sociology

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