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Promotion of Heritage Tourism Through Branding and Graphic Communication

Promotion of Heritage Tourism Through Branding and Graphic Communication

Manuela Piscitelli
Copyright: © 2019 |Pages: 21
ISBN13: 9781522562832|ISBN10: 1522562834|ISBN13 Softcover: 9781522587446|EISBN13: 9781522562849
DOI: 10.4018/978-1-5225-6283-2.ch004
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MLA

Piscitelli, Manuela. "Promotion of Heritage Tourism Through Branding and Graphic Communication." Conservation and Promotion of Heritage Tourism, edited by Surabhi Srivastava, IGI Global, 2019, pp. 87-107. https://doi.org/10.4018/978-1-5225-6283-2.ch004

APA

Piscitelli, M. (2019). Promotion of Heritage Tourism Through Branding and Graphic Communication. In S. Srivastava (Ed.), Conservation and Promotion of Heritage Tourism (pp. 87-107). IGI Global. https://doi.org/10.4018/978-1-5225-6283-2.ch004

Chicago

Piscitelli, Manuela. "Promotion of Heritage Tourism Through Branding and Graphic Communication." In Conservation and Promotion of Heritage Tourism, edited by Surabhi Srivastava, 87-107. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6283-2.ch004

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Abstract

The chapter, starting from the analysis of the characteristics of heritage tourism, in particular in Italy, and the expectations of cultural consumers, focuses on the importance of a visual identity for the cultural heritage. For an effective integration of tourism and culture, a careful planning is required in the promotion of cultural assets, activities, and traditions. The role of communication should be to propose a new interpretation and representation of the territory, having as a main theme the role of culture. In this sense, it may be useful to identify a location through a brand, which materializes the characteristics of a system of culture and values of the territory, selecting structural elements that allow its identification and synthesizing them in a single name or symbol. Finally, some experiences of visual communication for cultural heritage realized in the academic field are presented here.

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