The Relevance of Intangible Cultural Heritage and Traditional Languages for the Tourism Experience: The Case of Ladin in South Tyrol

Serena Lonardi and Yvonne Unterpertinger
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Serena Lonardi: Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitätsstraße 15, 6020 Innsbruck, Austria
Yvonne Unterpertinger: Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitätsstraße 15, 6020 Innsbruck, Austria

Sustainability, 2022, vol. 14, issue 5, 1-15

Abstract: Cultural tourists have become increasingly interested in intangible cultural heritage and in minority, peripheral areas. This paper will focus on the ICH of minority communities, with a closer look at minority languages, considering the Ladin communities of South Tyrol (Italy). This study uses a qualitative methodology—16 semi-structured interviews with German- and Italian-speaking tourists in Val Pusteria, with a video presenting a real-life situation in Ladin. It reveals that, although culture is not the main motivation to travel to South Tyrol, tourists are fascinated by tangible and intangible aspects of the South Tyrolean culture, such as the architecture, traditional lifestyle, events, practices, dresses, and the language. What is particularly interesting is the role that cultural sustainability plays for the region: the successful maintenance of traditions, including the traditional languages—dialect and Ladin—are mentioned with affection. Tourism practitioners in Val Pusteria and the neighboring Ladin valleys should consider experiences in and with the Ladin language as fun and interesting for tourists but should also provide interpretational and educational support.

Keywords: intangible cultural heritage; minority language; cultural tourism; cultural sustainability; sustainable tourism; Ladin language (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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