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Communicating Culture: Storytelling and Marketing Communication for Heritage Sites and Cities |
This keynote explores how heritage cities and sites apply marketing communication to shape and share their cultural identity. It focuses on persuasive techniques and narratives grounded in cultural values, examining how destinations such as UNESCO cities and heritage sites engage in joint brand advertising and collaborative promotion to stand out in a competitive landscape. The talk also draws on insights from Cittaslow, where local distinctiveness and identity are central to promotional messaging. Based on empirical research findings, including studies on storytelling and co branding, the presentation highlights how culture rich places communicate what makes them unique. It offers practical insights for tourism professionals, place marketers, and policymakers involved in cultural heritage promotion. |
Cultural Heritage in the Turkish World
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Turkish civilization is one of the most important civilizations in human history. The states that emerged in the Turkic world had the largest territory in history. The area of the empire of Genghis Khan was 28 million square kilometers. The Ottoman Empire was slightly smaller: its territory was at its maximum in 1595, equal to 19.9. To this day, we do not have a common history of the Turkic cultural heritage and art. Today, it is important to determine the methodology with the help of which this issue can be resolved. The main tool of the methodology discussed is the development of the problems of chronology, typology and iconography of the art of the Turkic world. The problems of the chronology of art within the geography of the Turkic world have already been considered by us, and the results have been published many times. In the course of the research, national models of the periodization of the art of Azerbaijan, Turkey, Uzbekistan, Kazakhstan, Kyrgyzstan and Turkmenistan were analyzed, comparative tables of chronology were compiled, and stages of content and content consistency in certain historical periods were determined. These include the ancient period, the 11th-12th centuries, the end of the 15th century - the 16th century, the second half of the 19th century - the beginning of the 20th century, and the period of independence. We examined the problem of iconography on the example of miniature painting. Iconography is, first of all, associated with stable iconographic types. These types have been studied quite well in the material of the Tabriz miniature school and are known to many. The identity of the young prince type is clearly manifested in both Tabriz and Uzbek miniature painting. In addition, the type of seated figures in ancient balbal sculpture, which is widespread in a large geographical area from Mongolia to Hungary, was involved in the study. The problem of typology of Turkish art was analyzed on the basis of the architectural type material of the medieval period of octagonal tombs located in Turkey, Azerbaijan and Uzbekistan. It was suggested that the creation of octagonal tombs was directly related to local Sufi centers.
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