A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Heritage as a Key Element of Cities and Destinations Branding
Today, in a globalized connected world, Nations, cities, destinations are in a continuous competition with international rivals to define their place and value among others. It’s no longer valid for cities to stand still in such competition, depending on their basic momentum of their resources to position themselves in such global contest. Branding is an essential part of the economic sustainable development of a city and marketing it as a destination for tourism.Heritage plays a central role in creating destination brand, as heritage, with its tangible and intangible qualities is a prime factor in brand creation. This paper will be discussing the role of the heritage in its brand creation in its symbolic and identity inherits. This will be executed by exploring the definitions and strategies of destination branding, its elements and means to create such brand and the contemporary means the heritage is presented on the online space.
Heritage as a Key Element of Cities and Destinations Branding
Today, in a globalized connected world, Nations, cities, destinations are in a continuous competition with international rivals to define their place and value among others. It’s no longer valid for cities to stand still in such competition, depending on their basic momentum of their resources to position themselves in such global contest. Branding is an essential part of the economic sustainable development of a city and marketing it as a destination for tourism.Heritage plays a central role in creating destination brand, as heritage, with its tangible and intangible qualities is a prime factor in brand creation. This paper will be discussing the role of the heritage in its brand creation in its symbolic and identity inherits. This will be executed by exploring the definitions and strategies of destination branding, its elements and means to create such brand and the contemporary means the heritage is presented on the online space.
Heritage as a Key Element of Cities and Destinations Branding
Hammouda, Kareem Nabil (author)
2019-05-27
doi:10.21625/archive.v3i4.536
The Academic Research Community publication; Vol 3, issue #4 (2019): Proceedings of the 2nd international conference: Cities’ Identity Through Architecture and Arts; 32 - 38 ; 2537-0162 ; 2537-0154 ; 10.21625/archive.v3i4
Article (Journal)
Electronic Resource
English
DDC:
710
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