Present-Centered Showcasing of the Heritage of Delhi, India: A Sustainable Branding Perspective

Present-Centered Heritage Branding of Delhi

It is often argued that the past cannot be epitomized in its original form because its meaning process involves value judgments that prioritize what is deemed to be significant about a time, place, or event. For instance, a curatorial selection of ‘key facts’ requires value judgments; so a process of heritage image selection, by promoters of heritage tourism, takes place that results from a complex medley of social, political, and economic endeavors and values. Hence examination of heritage to promote a public sense of shared identity and sustainable heritage tourism from a present-centered context is crucial (Chhabra 2012; Harvey 2001). Links to the reading by Harvey will help you understand the concept of shared identity and heritage.

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To build a heritage brand, it is first important to identify heritage expressions that hold potential to promote sustainable present-centeredness of heritage by engaging multicultural host communities in an equitable manner. Moreover, in highlighting both tangible and psychological aspects of perceived dissonance by different sects within the local community, issues associated with dissonant heritage can be identified.

Resulting perspectives can foreground social inclusion strategies to help present local heritage to tourists in an equitable manner to promote ethical production of heritage and a shared sense of heritage and pride among local communities. For instance, demand for ethnic handicrafts can be enhanced by bringing to the fore heritage attributes of different sects of the local communities. This, in turn, can boost economic benefits and local employment by using sustainable heritage tourism as a vehicle. This module emphasizes rootedness in the present day. It highlights the need to bring awareness to the voices of various minority groups to ensure equitable treatment so that their heritage is not excluded in marketed heritage expressions. By planning a present-centered mapping of heritage on equitable principles and civic engagement, Delhi can serve as a role model. Sustainable heritage tourism initiatives can be a significant step in this direction.
 

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