The Interface of Intangible Cultural Heritage and Marketing: A Systematic Literature Review (SLR)

Emmanouil Anevlavis (), Evi Chatzopoulou () and Maria Argyropoulou ()
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Emmanouil Anevlavis: University of Patras
Evi Chatzopoulou: University of Patras
Maria Argyropoulou: University of Patras

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 261-279 from Springer

Abstract: Abstract This systematic literature review examines the interface between Intangible Cultural Heritage (ICH) and marketing, intending to understand how ICH can be effectively used as a marketing tool in tourism, business, and social sciences. The research was conducted on platforms such as Scopus, ScienceDirect, and Google Scholar, focusing on publications with specific keywords, specific scientific fields, and scientific journals related to the subject matter. Intangible cultural heritage, which includes traditions, rituals, and expressions inherited from ancestors, offers unique opportunities to differentiate products and services in a competitive environment. Through an extensive analysis of existing studies, this review identifies key issues, strategies, and outcomes related to the integration of ICH into marketing practices. The findings suggest that integrating ICH into marketing enhances brand identity and authenticity and promotes community involvement and heritage conservation. However, the review also highlights challenges, such as the risk of cultural commodification and the need for ethical approaches to marketing practices. In conclusion, the study offers recommendations for policy makers, marketing practitioners, and cultural stakeholders to harness the potential of ICH sustainably and respectfully.

Keywords: Intangible Cultural Heritage (ICH); Marketing; Systematic Literature Review (SLR); Destination Marketing; M3; M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-87019-4_18

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DOI: 10.1007/978-3-031-87019-4_18

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