Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers

2016 ◽  
Vol 13 (2) ◽  
pp. 136-149 ◽  
Author(s):  
Angelo Riviezzo ◽  
Antonella Garofano ◽  
Julien Granata ◽  
Samaneh Kakavand
Keyword(s):  
Cultural Heritage ◽  
Exploratory Study ◽  
Marketing Strategies ◽  
Local Identity

An Integrated Tourism Model based on Local Identity for Ecological, Historical, and Cultural Tourism

2018 ◽  
Vol 3 (7) ◽  
Author(s):  
Natapon Anusorntharangkul ◽  
Yanin Rugwongwan
Keyword(s):  
Environmental Design ◽  
Cultural Tourism ◽  
Marketing Strategies ◽  
Point Of View ◽  
Local Identity ◽  
Design Elements ◽  
Resources Management ◽  
The North ◽  
North Eastern

The objective of this paper is to study local identity and explore the potential for regional resources management and valuation of the historic environment a case study of the north-eastern provinces of Thailand, for guiding the tourism environmental design elements. The point of view has the goal creative integrate tourism model and product development from local identity embedded localism. This concept advocates the philosophy that tourism businesses must develop products and marketing strategies that not only address the needs of consumers but also safeguard the local identity. 

scholarly journals The Heritage Given: Cultural Landscape and Heritage of the Vistula Delta Mennonites as Perceived by the Contemporary Residents of the Region

2022 ◽  
Vol 14 (2) ◽  
pp. 915
Author(s):  
Klaudia Nowicka
Keyword(s):  
Cultural Heritage ◽  
Cultural Landscape ◽  
World View ◽  
Original Data ◽  
Local Identity ◽  
Tourism Product ◽  
Science Centre ◽  
The One ◽  
Vistula Delta ◽  
Ways Of Life

All tangible and intangible elements of cultural heritage that the past has conceded to local communities create unique landscapes shaped by tightly connected anthropogenic and natural factors. This heritage is a keystone of local identity which plays a significant role in politics, economic development, society and world view. In some regions, such as in the Vistula delta in Poland, the cultural heritage has been created by consecutive groups of settlers who represented different values, beliefs and ways of life. On the one hand, such a rich heritage may be perceived as a valuable asset and become a landmark or tourism product of a region. On the other hand, it may be perceived as alien and unwanted by contemporary residents, especially when they are not descendants of the former communities. The main objective of the study presented herein is to analyse how the residents of the Vistula delta region, called Żuławy Wiślane, perceive and use cultural heritage of the Mennonites, representing the most extraordinary group of settlers who used to live in the region. The analysis covers original data gathered during survey research in the period of 2017–2018 under the project Miniatura I “Perception and usage of cultural heritage of the Vistula delta Mennonites” financed by the National Science Centre in Poland.

Intangible Cultural Heritage and Management of Educational Tourism

2021 ◽  
pp. 199-216
Author(s):  
Burcu Toker ◽  
Hamed Rezapouraghdam
Keyword(s):  
Experiential Learning ◽  
Cultural Heritage ◽  
Exploratory Study ◽  
Local Food ◽  
Intangible Cultural Heritage ◽  
Learning Approach ◽  
Local Foods ◽  
Intangible Heritage ◽  
Educational Tourism ◽  
Tourism Experience

Travel has been advocated as a fortifying ground for experiential learning that can engage individuals in numerous experiences through the observation of the destination society and culture. In spite of the vast literature available about the link between tourism and experiential learning outcomes, there are limited studies that gauge educational tourists' familiarity with the intangible cultural heritage of their host communities. Particularly, this study focuses on local food, which is known as a marker of the destination culture and an intangible heritage that plays an inevitable role in almost any tourism experience. Correspondingly, the current exploratory study took an experiential learning approach to understand educational tourists' knowledge about local foods in Cyprus. The findings of the research revealed that educational tourists have very meager knowledge of local foods. The discussion is accordingly provided.

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

scholarly journals Marketing turístico y fiestas locales: estudio de caso de Las Fallas de Valencia

2020 ◽  
pp. 363-380
Author(s):  
Iris Ruiz Feo
Keyword(s):  
Cultural Heritage ◽  
Marketing Strategies ◽  
Intangible Cultural Heritage ◽  
Tourist Destination ◽  
Estudio De Caso

El artículo pretende mostrar la necesidad de emplear estrategias de marketing turístico en la oferta de la Fiesta de las Fallas que tienen lugar en Valencia (España), declaradas Patrimonio Cultural Inmaterial de la Humanidad en 2016. Se desarrolla la teoría acerca de esta herramienta, argumentando las características y capacidades del evento y fundamentando su importancia como pieza clave en el desarrollo del turismo cultural valenciano. Los datos recogidos y las entrevistas abiertas realizadas manifiestan que la Fiesta de las Fallas debe considerarse un producto turístico y emplear estrategias que muestren la autenticidad y singularidad de Valencia como destino turístico. The article aims is to show the need to apply tourist marketing strategies on The Fallas Festival’s offer which taking place in Valencia (Spain), declared Intangible Cultural Heritage of Humanity in 2016. The theory about this tool is developed in this article, arguing the festival’s characteristics and capabilities and substantiating its importance as a cornerstone in the development of valencian cultural tourism.The data collected and the open-ended interviews indicate than The Fallas Festival should be considered a tourist product and use strategies showing the Valencia’s authenticity and singularity as a tourist destination.

scholarly journals Appropriating Indo-Saracenic style: Bhai Ram Singh’s contributions to the architectural identity of 19th century Lahore

2020 ◽  
pp. 357-368
Author(s):  
Shajeea Shuja ◽  
Rabela Junejo
Keyword(s):  
19Th Century ◽  
Exploratory Study ◽  
Local Identity ◽  
Architectural Style ◽  
The Past ◽  
Literary Sources ◽  
Building Culture ◽  
The City

After 1857, when India became a direct colony of the British Crown, was the architectural style adopted by the colonial masters an attempt at subverting the local identity and reasserting their supremacy via architecture or was its purpose to engage their institutions with their context? Was the Indo-Saracenic style of architecture anachronistic and reductive in nature or was it a way to draw on the past? What role did the Jeypore Portfolio play in negotiating colonial intent by appropriating traditional building culture? How did Bhai Ram Singh mediate an identity for 19th century Lahore by contextualizing Indo-Saracenic architecture? This exploratory study attempts to answer these questions using existing literary sources and by considering buildings designed by Bhai Ram Singh in the city of Lahore. The paper also critically evaluates the agency of the Jeypore Portfolio for Indo-Saracenic architecture, how it reduced the centuries-old local building tradition to a limited palette of details, and Bhai Ram Singh’s attempts to re-inform it from the native’s perspective.

Digital Marketing Strategies Based on the E-Business Model

2019 ◽  
pp. 86-103 ◽  
Author(s):  
Jose Ramon Saura ◽  
Pedro R. Palos-Sanchez ◽  
Marisol B. Correia
Keyword(s):  
Exploratory Study ◽  
Information Technologies ◽  
Business Models ◽  
Business Environment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Future Research ◽  
Key Players ◽  
New Business ◽  
New Business Models

One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.

The Museum as Expression of Local Identity and Place

2020 ◽  
Author(s):  
Kenny K.K. Ng
Keyword(s):  
Cultural Heritage ◽  
Local Identity ◽  
Heritage Preservation ◽  
Top Down ◽  
Cultural Revival ◽  
State Recognition ◽  
Local Bonding ◽  
Historical Objects ◽  
Historic City ◽  
Cultural Belonging

This chapter looks at museum representations of the historic city of Nanjing, and explores how the narratives of a relic museum function as a ‘memory machine’ to reconstruct cultural belonging and identity, generating a bond between people and place that takes on the affective power of ‘topophilia’. While such local bonding is crucial for developing an understanding of, and commitment to, heritage preservation, modern museology operates on national and global, as well as local, stages, greatly complicating museum presentations of history and cultural heritage. This chapter argues that the relic museum – as a surviving memorial of the past by saving and displaying its historical objects and artefacts – thus becomes an arena of contestation between top-down state recognition for national and global audiences and bottom-up locally embedded cultural revival.

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