The chapter explores how digital innovation can be utilized to advance sustainable development goals in rural areas, focusing specifically on marketing intangible cultural heritage. It highlights the importance of preserving rural cultural traditions and the role of marketing in raising awareness and generating economic opportunities. Traditional marketing approaches are insufficient in the digital era, necessitating the exploration of digital tools like virtual reality, mobile apps, and social media platforms. The chapter emphasizes the alignment of digital innovation with sustainable development goals, such as supporting local economies and preserving cultural authenticity. Collaboration and capacity-building initiatives are crucial to empower rural communities in effectively utilizing digital platforms. The chapter provides valuable insights and recommendations for policymakers, researchers, and practitioners in this field.
TopIntroduction
In today's fast-paced and interconnected world, the preservation and promotion of intangible cultural heritage have become critical for maintaining cultural diversity and sustainable development (Lin, 2023). It represents the lived experiences, knowledge, and traditions passed down through generations, embodying the collective identity of rural communities (Giglitto et al., 2022; Ranjan & Chaturvedi, 2023). Rural communities, in particular, possess a wealth of intangible cultural heritage that reflects their unique traditions, customs, knowledge systems, and practices (Daskon & McGregor, 2012). However, these valuable cultural assets often face challenges such as underrepresentation, lack of visibility, and limited economic opportunities in the modern era (Xie, 2022). Moreover, globalization, urbanization, and the rapid advancement of technology have placed rural cultural heritage at risk of erosion and extinction (Duan et al., 2023; Hou et al., 2022). Hence, it is crucial to find innovative and sustainable ways to safeguard and revitalize these cultural practices (Zhang et al., 2023).
To address these challenges and harness the power of digital technologies, the concept of digital innovation has emerged as a transformative force in sustainable rural intangible cultural heritage marketing (Tamborrino et al., 2022; Zhang et al., 2018). Digital innovation refers to the application of novel digital tools, platforms, and strategies to create new opportunities, enhance engagement, and generate sustainable development outcomes (Gao et al., 2021). Digital innovation offers a myriad of possibilities for rural communities to overcome geographical barriers, increase visibility, and engage with a broader audience (Tamborrino et al., 2022).
Digital innovation also encompasses the creation of online marketplaces dedicated to rural intangible cultural heritage (Gao et al., 2021). These platforms enable artisans and producers to sell their products directly to consumers worldwide, eliminating intermediaries and empowering rural communities economically (Laxmi, 2016). By integrating sustainability principles into the online marketplace model, such as fair trade, eco-friendly practices, and community support, rural communities can ensure the long-term viability and impact of their cultural heritage marketing efforts (Ranjan & Chaturvedi, 2022). Moreover, digital innovation can facilitate knowledge sharing, capacity-building, and skill development among rural communities (Tamborrino et al., 2022). Online platforms offer opportunities for learning and training in traditional crafts, music, dance, storytelling, and other cultural practices (Liew, 2005). These initiatives not only preserve traditional knowledge but also create new income streams for rural experts and practitioners (Zhao et al., 2022).
As digital innovation continues to evolve, it is imperative to ensure that its adoption aligns with sustainable development goals (Zhao et al., 2022). Strategies should be implemented to minimize environmental impact, preserve cultural authenticity, and support local communities (Samsudin & Maliki, 2015). By integrating sustainability principles into digital innovation projects, rural communities can create a positive impact while safeguarding their cultural heritage (Ma et al., 2021). Thus, digital innovation presents immense opportunities for sustainable rural intangible cultural heritage marketing (Zhang et al., 2023). By leveraging technologies, platforms, and strategies, rural communities can overcome barriers, engage a global audience, and preserve their cultural heritage for future generations (Gao et al., 2021). This chapter will explore these possibilities in detail, providing insights and recommendations for policymakers, researchers, and practitioners seeking to unlock the potential of digital innovation in sustainable rural intangible cultural heritage marketing.