Sustainable Heritage Branding of Delhi
At this point, it is also important to point out that heritage initiatives also face the danger of focusing on preferred aspects of the distant past and of selected local populations. In other words, cultural/heritage institutions and destination marketing organizations can legitimize their select version and choose how to interpret and use heritage to their advantage. Therefore, a critical review of how and whose heritage is presented is required so that a sustainable (rooted in equitable community perspectives), present-centered mapping of heritage can be planned to build a shared sense of identity. It is important to include marginalized voices and broaden the social agenda by furthering the parameters of heritage. In this way, alternate policy options grounded in social inclusion can be suggested to the local government and other relevant stakeholders. A sustainable heritage tourism marketing framework should support the following elements: social inclusion; economic equity and benefits for the host population; stakeholder collaboration; sustainable conservation practices; equitable representations of different sects, especially the poor and marginalized populations; authentic (genuine) representation of local heritage; a code of ethics for responsible visitor behavior; and green environment initiatives (Chhabra, 2010).
For more details, view the reading links below.
- Proposing a Sustainable Marketing Framework for Heritage Tourism
- Sustainability and Marketing in Tourism
- Collaborative Marketing for Sustainable Development of Community-based Tourism
Chhabra, D. (2010). Sustainable Marketing of Cultural and Heritage Tourism. London: Routledge.