Public Lecture - The Cultural Landscape of Civita di Bagnoregio, Italy: Heritage Branding and Authenticity

Under the auspices of the MAECI Alumni Series, it is my pleasure to be invited by the Director of the Italian Archaeological Centre in Cairo, Prof. Giuseppe Cecere, to do a lecture about the main outcomes of my PhD research in Heritage Marketing and Sustainable Cultural Tourism.

Tuesday 22 October 2024 - 5 PM (Cairo Time Zone)

Attendance in-person in the Italian Archeological Center (14 Champollion St., Tahrir Square, Cairo, Egypt). To confirm your attendance in-person, please fill in this form https://lnkd.in/dwK_Fkpz

or via ZOOM - https://lnkd.in/ena9AgvT

The PhD project was financially supported by the?Italian Agency for Development Cooperation (AICS) Fund (Partnership for Knowledge 4. “Cultural Heritage & Sustainable Tourism”), Italian Ministry of Foreign Affairs.

The lecture is entitled "The Cultural Landscape of Civita di Bagnoregio, Italy: Heritage Branding and Authenticity". It is part of a?PhD research "Cultural Identity and Branding: an Integrated Approach to Enhance the Heritage Value" [https://lnkd.in/dECvneV5],?the doctorate program “Architecture: Innovation and Heritage” / theme “Urban Heritage and Mass Tourism”,?Università degli Studi Roma Tre?(Italy).

To read the full manuscript: https://lnkd.in/ePbrqqzm

For more info. about the event: https://lnkd.in/dthZdBCu

Lecture Abstract:

The valorization of the UNESCO WHC emblem as a brand icon overlooks the marketing statement of local heritage sites not designated as world heritage. This practice leads to competition rather than collaboration, which could endanger the intangible cultural heritage expressions and authentic cultural knowledge. Moreover, the tourism market deals mostly with the cultural landscape as a semi-customized product valorizing the role of publicity which might have a high negative impact on the conservation statement of the cultural asset. Consequently, the speaker will clarify the interconnection between the fundamentals of branding and conservative management to enhance the outstanding values of cultural identity manifestations, reviewing the branding statement of the Italian cultural landscape of Civita di Bagnoregio. In the end, he will explain his proposed model "People-centred Heritage Branding Approach" which seeks to generate a lifelong learning memory for the community and a long-term brand image for the visitors’ mentality.