Abstract
Cultural heritage capitalization in rural areas redefines the local development model. Thus, heritage tourism has become the engine of economic activities diversification. This study aims to identify a decision-making-model substantiating algorithm in order to support the local heritage capitalization (lesser known on the international cultural consumption market), based on three types of qualitative researches, and the improved Analytical Hierarchy Process (AHP) method. In case of lesser known heritage, trademark potential and international cultural tourism route for heritage capitalization are smart choices for the innovative local hub development. The developed AHP version allows for a broader investigation of the characteristics that can lead to a trademark associated development based on integrated and innovative tourism products. To substantiate our approach and validate the model, we conducted a pilot study on a geographic area (Southern Transylvania, Romania), slightly exploited from the perspective of heritage potential, and characterized by a combination of heritage assets. The study’s results can be used by local authorities as a foundation for sound and strategic development of the area with economic potential from tangible and intangible heritage (re)interpretation.
Highlights
Heritage has a complex meaning, which includes tangible and intangible elements defining time and space that can be associated with culture and nature
This study aims to: a)identify a decision-making model algorithm applied at local level to support rural development through cultural heritage capitalization, based on the improved Analytical Hierarchy Process (AHP) method; b) to identify the most valuable alternative from a set of strategic alternatives for rural development identified at the regional level
To determine the best alternative for investing in the development of cultural tourism in rural areas, we used five criteria that local stakeholders mentioned as basic for investing in business models in the field of tourism
Summary
Heritage has a complex meaning, which includes tangible and intangible elements defining time and space that can be associated with culture and nature. Cultural heritage can be transformed into an important resource for local economic development [1]. With the growing demand for experiential cultural tourism (in which tourists can experience country-side life, can learn local traditions, crafts, etc.), rural tourism is tackling bold innovative ideas to stimulate cultural consumption [2]. Trademark potential increase and entrepreneurship rural development caused by technology, economic crises, or other macroeconomic phenomena can hamper the economic agents’ efforts to meet consumer demand. The European Union has developed a strategy to support the local economy through smart specialization, which aims to capitalize on existing strengths in a local economy, highlight hidden opportunities, and create useful platforms for local / regional development through smart choices [3]
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