A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Martini, Barbara Conference Paper Cultural Heritage and the governance of the UNESCO sites of Campania 51st Congress of the European Regional Science Association: "New Challenges for European Regions and Urban Areas in a Globalised World", 30 August - 3 September 2011, Barcelona, Spain Provided in Cooperation with: European Regional Science Association (ERSA) Suggested Citation: Martini, Barbara (2011) : Cultural Heritage and the governance of the UNESCO sites of Campania, 51st Congress of the European Regional Science Association: "New Challenges for European Regions and Urban Areas in a Globalised World", 30 August - 3 September 2011, Barcelona, Spain, European Regional Science Association (ERSA), Louvain- la-Neuve This Version is available at: http://hdl.handle.net/10419/120029 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. 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The aim of this study is to demonstrate that by using a different definition of "good tourism", Cultural Heritage, and appropriate mechanisms for management of the "Great Cultural Attractions", territorial governance, it is possible to exploit the full potential of the asset. The territorial governance model proposed is bottom-up which includes the participation of all stakeholders in the area will be applied to the Campania Region which has five UNESCO sites. This approach should be able to create a virtuous cycle of growth in the region. Introduction Tourism good has been for a long time treated, from literature and by policy makers, the same way as other assets. The attention was often focused on the number of admissions in a given place. All this has not enabled the development of a systemic approach to tourism. The proposal advanced in the work is to consider tourism as a set of activities, culture and services offered by a given territory. the tourism, according to this definition, takes on the broader meaning and can be identified as the Cultural Heritage. In this case, the systemic approach would prevail over the provision of individual goods. As a result you should watch no more than the individual elements but at all the elements together that are part of the cultural and environmental heritage, : the great cultural attractors. It follows that the rules of approach and management of the model are different passing from a logic of a single good to a systemic logic. The management of major cultural attractions, which include the cultural heritage, needs a structured approach: the governance. 1 This tool is able to simultaneously consider the needs of different stakeholders in a given territory following a bottom-up approach that is capable of enhancing the cultural identity of a place and becomes an expression of the needs and the feeling of the territory. The paper onsiders the case of Campania, where there are five UNESCO sites. The goal is to provide a case study in which five sites are put in to a system to creating a great cultural attractor to manage using an approach to governance. The paper is organized as follows. Paragraph 1 is a brief review of the literature on the topic of tourism. Paragraph 2 examines the relationship between territorial governance and cultural heritage by highlighting how this type of approach, is able to generate a model of sustainable development and cohesive. Paragraph 3 is the case study in which the concepts of Cultural Heritage and governance are applied to the case of the Campania Region. Finally, some concluding remarks are drawn. 1. Theoretical Background Many of the most famous models who are studying Tourism (Toschi, 1948; Christaller, 1955; Campbell, 1967; Plog, 1974; Miossec, 1977; Butler, 1980; Pearce, 1989; Lozato-Giotard, 2002) are based on the assumption that it can be likened to a "generic product", then all the other goods commonly traded in the market, and as such can be treated. This approach means a partial view of the phenomenon ignoring its entirety and in its complexity. On the demand side, the choice of a destination for the holidays involves simultaneously the elements of social, psychological, economic and accessibility of the site. From the supply point of view, it is essential to remember that tourism interests and involve elements of social, environmental and cultural concerns and is an important generator of economic development and employment. 2 The relationship between tourism and territory is essential, since the production and use of tourism implies the involvement of different actors, including the institutions, the history and the tradition of a place and the people that live there and that emerge as protagonists . More recently, during the mid-90s, has emerged the conviction of an ever closer relationship between the distinctive features of a place (its history, its culture and its identity) and tourism and that the latter should be treated as a complex system. Tourism is made of different system connected with each other that have to be considered all together. Its production and use requires the simultaneous involvement of different actors, both institutional, present in a given territory. In addition, it essential the take in to account the history and culture of the territory in question and the origins and traditions of people living on site. Finally, it is able to generate, if properly exploited, development in a specific area. It follows the need for new models of management and exploitation of "good tourism" based on the concept of cultural heritage. Following the approach suggested by the ESPON 1.3.3 project the cultural heritage can be tangible and intangible, and it is something that a group or a community has inherited from past generations, are maintained in this period and have to be leaved to future generations. The idea of considering the "good tourism" under a dynamic profile requires a change of perspective that is based on the idea that cultural heritage is a process in which the activities of creation, reproduction, preservation or destruction of the asset are deeply embedded in social and economic transformation of a territory, its culture and its identity. The cultural heritage also means that the tangible and intangible assets present in a given area are considered "good tourism" therefore includes in the analysis, historical and cultural heritage of a given area and that this system can be developed with the assets on a given place. The peculiarity of the cultural heritage is to be a renewable resource that does not consider the mere existence value, but it can be 3 continually reproduced and reworked to become an expression of a phenomenon of social organization that includes the participation of civil society to the realization of the development process. The classification of Cultural Heritage widely used in Europe (Van der Borg, 2006) and used in the Espon Project is based on the Unesco (1972) definition of Cultural Heritage: Monuments : architectural works, monumental sculptures, painting, elements or structures of an archaeological nature, cave dwellings and combinations of features that have a universal value for the history, art and science; • Groups of buildings : groups of buildings which, thanks to their architecture, their homogeneity and placement in the landscape appear to be of universal value for the history and science; • Sites : works of man or the combined works of nature and man and areas including archaeological sites which are of universal value in terms of historical, anthropological and cultural. This new approach requires the rethinking of old paradigms and the necessary replacement with new, more modern patterns of thought. The concept of cultural heritage also fits very well with the concept of sustainability, which is based on the idea that there is an intergenerational perspective and that people care about the welfare of future generations. The new approach to tourism, shown here, is based on the assumption that the territory with its specific cultural, monumental landscape, environment and its resources, considered in their unity, can be seen as a unique example that can not be treated in the same like all other goods, but which requires the use of models and ad hoc policies in which tourism and the territory become are inextricably linked to concepts as development, sustainability, cohesion and competitiveness. The need for a new approach to treat and manage the "good tourism ", defined as Cultural Heritage, coupled with the need to experiment with innovative practices for the management of sites and the ability of the UNESCO cultural attractions to create growth in a given area is 4 clear.