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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. |