Vom sakralen Raum zur regionalen Marke: Place Branding religiös konnotierter Landschaften

Hilpert Markus ()
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Hilpert Markus: Institut für Geographie, Universität Augsburg, Alter Postweg 118, D-86159Augsburg, Germany

Zeitschrift für Tourismuswissenschaft, 2019, vol. 11, issue 3, 311-324

Abstract: Numerous cultural landscapes that are well known for religious buildings, traditions or rites, use these features in their tourism marketing to develop a regional brand with its own name, logo and website. The target group includes both religious and non-religious people. Therefore, in the branding process, the sacred landscape is reduced to those elements that are considered interesting even for non-religious visitors. Thus, the regional brand is not only manipulated, but often loses its uniqueness. The sacred landscape does not gain any meaning through commodification, but sacrifices its unique selling proposition (USP) to the presumed mass market. This makes the meaning of a brand at least questionable.

Keywords: place branding; location marketing; cultural landscape; sacral landscape; religion; Place Branding; Standortmarketing; Kulturlandschaft; sakrale Landschaft; Religion; place branding; location marketing; cultural landscape; sacral landscape; religion (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:11:y:2019:i:3:p:311-324:n:1

DOI: 10.1515/tw-2019-0019

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