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Abstract
Territories endowed with cultural heritage, traditions, knowledge, talent, production activities, as well as activities involving services to individuals and business services, can boast benefits that can be enhanced and promoted in global markets also through appropriate communication. Territorial promotion strategies based on cultural heritage should focus on emotional aspects as well as lived experience. The social capital of the territory can be deemed as having both a positive and proactive approach towards the tourism industry.
Keywords: Cultural Heritage; Global Tourism; Global Markets; UNESCO; Tourism Promotion; Tourism Development
1.The Role of Culture in Tourism
The historic Italian approach to the role of culture and its consequences on tourism as a factor in social-economic development is a mirror image of the cultural and social conditions of the country itself today. How can we value and promote our cultural heritage, so widely spread across the national territory, when it is hampered by a weak civic community that is sparse in the many cities, towns, and districts on the territory?
We are talking about a community which has the ability to appreciate the wonderful culture we see before us every day from the windows of our houses but unfortunately with little knowledge of the excellent quality and therefore the strategic importance of the cultural heritage (especially that which is less well-known), and consequently, the role played by illustrious personalities of the past, authors and creators of works of art (which were fundamental to the growth, development and renaissance of the culture in the past).
The Italian landscape and its favourable geographic location in the centre of the Mediterranean with all the benefits derived from the climate and the environment which has been constructed and shaped by the people, has resulted today in a land that is well known and appreciated all over the world. The territories present important culture, both tangible and intangible, which synthesises the genius, intuition and notable efforts undertaken by the foregoing illustrious personalities who lived here, as well as those who, owing to their skills and capabilities, contributed, directly and indirectly, to this masterpiece that is in constant evolution
Thus, a change in the development administrative culture, founded on a new awareness on the part of the Public Administration as to its own...