This chapter illustrates the key concepts that are related to cultural tourism, including the destination’s heritage, language and lifestyle, among other aspects. The authors discuss the effects of using creative marketing strategies as they explain their H2LM model of tourism development. This model represents a functional framework that identifies the key strategies for the destination marketing of Italy’s cultural product. In a nutshell, the H2LM model consists of four main elements: Heritage, Language, Lifestyle and ‘Made in Italy’. The authors maintain that these dimensions ought to be considered by destination marketers, particularly if they want to promote Italy’s culture.
Youssef, K.B., Friel, M. and Giaccardi, G. (2018), "Using the Destination’s Heritage, Language, Lifestyle and ‘Made in Italy’ as a Tourism Development Model", Camilleri, M.A. (Ed.) The Branding of Tourist Destinations: Theoretical and Empirical Insights, Emerald Publishing Limited, Bingley, pp. 97-111. https://doi.org/10.1108/978-1-78769-373-920181006
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