The chapter, starting from the analysis of the characteristics of heritage tourism, in particular in Italy, and the expectations of cultural consumers, focuses on the importance of a visual identity for the cultural heritage. For an effective integration of tourism and culture, a careful planning is required in the promotion of cultural assets, activities, and traditions. The role of communication should be to propose a new interpretation and representation of the territory, having as a main theme the role of culture. In this sense, it may be useful to identify a location through a brand, which materializes the characteristics of a system of culture and values of the territory, selecting structural elements that allow its identification and synthesizing them in a single name or symbol. Finally, some experiences of visual communication for cultural heritage realized in the academic field are presented here.
Handle: | http://hdl.handle.net/11591/400392 |
Autori: | Piscitelli, Manuela |
Data di pubblicazione: | 2019 |
Appare nelle tipologie: | 2.1 Contributo in volume (Capitolo o Saggio) |