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The purpose of this paper is to examine issues associated with user engagement on social media with local history in the North East of Scotland and to focus on a case study of the Buckie and District Fishing Heritage Society, a small but very successful and professionally-run community-based local heritage organisation.

A qualitative approach using photo elicitation on social media was deployed in conjunction with analysis of the user interactions and the reach insights provided by Facebook to the page manager. Additionally, a focus group was used.

The research, although focussed on an individual case study, offers significant lessons which are more widely applicable in the local history and cultural heritage social media domain. Key aspects include user engagement and how digital storytelling can assist in the documentation of local communities ultimately contributing to local history research and the broader cultural memory. The significance of the image and the photo elicitation methodology is also explored.

The research demonstrates new opportunities for engaging users and displaying historical content that can be successfully exploited by community heritage organisations. These are themes which will be developed within the paper. The research also demonstrates the value of photo elicitation in both historical and wider information science fields as a means of obtaining in-depth quality engagement and interaction with users and communities.

The research explored the underutilised method of photo elicitation in a local history context with a community possessed of a strong sense of local identity. In addition to exploring the benefits of this method, it presents transferable lessons for how small, community-based history and heritage organisation can engage effectively with their audience.

The paper aims to explore how companies communicate their heritage by drawing on heritage marketing and corporate communications literature and mapping the corporate heritage communication strategies of iconic Italian brands.

The study adopts an inductive multiple case study approach, analysing the communication of corporate heritage by nine iconic Italian brands (Pastificio Lucio Garofalo, Barovier & Toso, Pasta Farina, Ducati, Amaro Montenegro, Fiat, Bonomelli, Olivetti and Illy).

In communicating corporate heritage, companies adopt different strategies that vary along two main dimensions – the subject of the story and the tone of voice of the content. The strategies are: (1) heritage for authenticity; (2) heritage for market leadership; and (3) heritage for continuity.

From a theoretical point of view, the study highlights that heritage marketing strategies vary according to underlying strategic themes and narrative approaches. From a managerial point of view, it offers a preliminary guide for the development of corporate heritage communications, also providing indications for their implementation.

This study is amongst the firsts to investigate the strategic antecedents that can shape corporate heritage communication strategies. It represents an integration of the existing literature, which is limited to the descriptive presentation of heritage marketing principles and tools.

Storytelling is increasingly becoming a popular tool for promoting local fairs, festivals, culture and heritage. It is also being used to boost regional economies and revitalise them. Storytelling involves recounting past events and emphasising their relevance to the current situation. It is a powerful way to communicate shared experiences and values from one generation to the next. By engaging in storytelling, local or regional fairs or festivals are able to subsidise the regeneration of their economy. Furthermore, storytelling can help to bridge the gap between the past, present and future, providing a sense of permanency and belonging. Transmedia storytelling, often called transmedia narrative, is a technique for integrating current digital technology to present a tale or story experience across several platforms and formats.

Rajasthan is a vibrant, colourful and lively region of India. It comes out on top regarding holidays, traditions and culture. It sparkles brighter when its festivals are taking place. Due to its festive atmosphere, they have played a significant role in Rajasthani culture. The state of Rajasthan is known for its warm hospitality.

The current study's objective is to investigate various regional festivals in Rajasthan that have helped to develop regional identity through transmedia and to understand the connection between regional festivals' storytelling and tourism. Our findings indicated a positive relationship between regional or local festival narrative and travellers' inclination to visit or return. Additionally, the local community develops a positive sense of itself due to these festivals.

South African scholars, like most scholars in the developing world, have sold the idea that social constructivism is the gold standard of qualitative management research. In this chapter, we caution against this subordination to unquestioned conventions and offer a process relational ontology as an alternative to social constructivism that is often punted by most qualitative research programmes and textbooks. We also debunk the idea that ‘grounded theory’ exists by delving into epistemology and showing how science is ‘self-correcting’ rather than ‘tabula rasa’. Instead of boxing business ethics knowledge, as has been done by the case study gurus, we encourage business and organisational ethicists to own their indigenous heritage through storytelling science based on the self-correcting method underpinned by Popperian and Peircian epistemological thought. This chapter encourages business management researchers to move towards more profound ethical knowledge by refuting and falsifying false assumptions in each phase of the study, in a sequence of self-correcting storytelling phases. This is what Karl Popper called trial and error, and what C.S. Peirce called self-correcting by the triadic of Abduction–Induction–Deduction. We offer a novel method for accomplishing this aim that we call ‘Conversational Interviews’ that are based on antenarrative storytelling sciences. Our chapter aims to evoking the transformative power of indigenous ontological antenarratives in authentic conversation in order to solve immediate local problems ad fill the many institutional voids that plague the South(ern)-/African context.

There is a wealth of value hidden in regional cultural heritage, but its preservation status is not optimistic. This study introduces a method that focuses on the inherent cultural value of regional cultural heritage to preserve it by value construction and release.

Based on the great value of regional cultural heritage due to spatial adjacency and temporal continuity, this paper focuses on its inherent cultural value to explore the preservation path and chooses Shichahai cultural heritage digital resources for a case study. This paper draws lessons from the narrative method of ancient Chinese historiography, constructs a cultural space and tells cultural stories. A linked data organization model for digital resources is created to construct a conceptual cultural space. Then, the space is materialized by linked dataset creation. The authors tell cultural stories discovered from the space, which are presented by various user interfaces using visualization technologies.

A cultural space promotes the development of a fine-grained description of regional cultural heritage and aids in relationship discovery to enhance the value construction ability. Additionally, storytelling via interactive user interfaces is helpful in the utilization and dissemination of knowledge extracted from a cultural space and enhances the value release of regional cultural heritage. In this way, a path with the inherent cultural value of regional cultural heritage as the core is established, and preservation is achieved.

This study focuses on the inherent cultural value of regional cultural heritage and proposes a new path to preserve these resources. This approach will enrich research on the preservation of regional cultural heritage and contribute to the construction and release of its cultural value.

The purpose of this paper is to demonstrate the importance of exploiting a geographic information system (GIS)-based data management, designed and implemented for an important monumental site. In particular, data collected during the years have been used to create a storytelling experience to disseminate the tangible and intangible heritage of Chan Chan (Peru), the wider site in mud bricks of Latin America.

The paper discusses the steps that have been performed to use the data stored in a GIS, arguing over the importance of sharing the knowledge through web-based tools, and in particular by the implementation of a storytelling. In this context, the data were structured in interoperable forms in order to preserve the universal value of the archaeological site. The exploitation in an all-in-one solution of the archival research, field surveys and planning represents a step forward for let known ancient testimonies to the whole mankind.

The GIS-based inventories represent the backbone for an affordable management of heritage resources. The novelty of the proposed approach lies on the creation of an integrated, accessible and updatable data system sharable on web.

The GIS of Chan Chan is an example of documentation of a wide archaeological area (14 km²) with complex and heterogeneous data. The developed web tool makes use of these data which can be queried even by non-expert users. The pipeline of this paper can act as useful guidelines to practitioners and researchers who want to disseminate cultural information.

Engaging with digital heritage requires understanding not only to comprehend what is simulated but also the reasons leading to its creation and curation, and how to ensure both the digital media and the significance of the cultural heritage it portrays are passed on effectively, meaningfully, and appropriately. The United Nations Educational, Scientific, and Cultural Organization defines ‘digital heritage’ to comprise of computer-based materials of enduring value some of which require active preservation strategies to maintain them for years to come.

With the proliferation of digital technologies and digital media, computer games have increasingly been seen as not only depicters of cultural heritage and platforms for virtual heritage scholarship and dissemination but also as digital cultural artefacts worthy of preservation. In this chapter, we examine how games (both digital and non-digital) can communicate cultural heritage in a galleries, libraries, archives, and museums [GLAM] setting. We also consider how they can and have been used to explore, communicate, and preserve heritage and, in particular, Indigenous heritage. Despite their apparently transient and ephemeral nature, especially compared to conventional media such as books, we argue computer games can be incorporated into active preservation approaches to digital heritage. Indeed, they may be of value to cultural heritage that needs to be not only viewed but also viscerally experienced or otherwise performed.

Iran, home to 22 World Heritage Sites in 2017, is blessed with an abundance of breathtaking scenery and a multitude of historic environments for tourists to enjoy. This exploratory chapter investigates tourists’ perceptions about the nature of heritage tourism in Iran, using the five most important cultural attractions as a starting point. A total of 25 photos and 60 reviews constitute the sample. The data were content-analyzed using a deductive and inductive procedure. The results show the relevance of sensory perceptions as a way of creating a bond with cultural heritage that should be considered in the future when defining a brand for Iran as a destination.

This study examines a phygital approach to rural cultural heritage tourism, adopted by a rural community in Sapphaya, Chai Nat Province, Thailand, in response to the Covid-19 crisis. Specifically, it investigates a community’s initiatives to amalgamate its physical and digital marketing communications in order to engage with consumers as a strategy for destination recovery and resilience.

This is a qualitative exploratory study involving three stages of action, applying two research approaches: (1) participatory action research (PAR) with Sapphaya’s tourism stakeholders, and (2) social media research utilising netnographic analysis of Sapphaya’s tourism social enterprise social media pages.

The findings indicate that a phygital rural cultural heritage strategy can facilitate the interconnectivity between a destination’s physical and digital dimensions of its cultural heritage tourism product, thereby enhancing its intrinsic value, meaning and experiential perceptions. Specifically, it recommends that a successful community-based phygitalisation strategy requires grassroot engagement across all stages of planning, development, implementation and management of the rural cultural heritage tourism product.

The paper focusses on the cultural heritage tourism strategy adopted by a rural community across the physical-digital-phygital spectrum to augment its sustainable tourism development during a time of crisis. A framework for phygital rural cultural heritage as a strategy for destination resilience and recovery is also proposed.

This study adopts a local engagement approach to develop a cooperative community heritage management strategy, based upon local rural capacity building towards digitalisation and empowering innovative partnerships amongst its stakeholders.