Patrimonio culturale e identità dei luoghi: un binomio vincente per la competitività territoriale.
Abstract
Obiettivo del presente articolo è quello di evidenziare come la competitività degli attori che operano in un territorio dipenda strettamente dal patrimonio culturale e dall’identità del luogo stesso, concetti sedimentati in letteratura, ma che necessitano di una ulteriore validazione empirica.
Dopo una review della letteratura sui concetti di identità, immagine, seguendo un’impostazione multidisciplinare, sono stati analizzati concetti e relazioni tra place heritage, place image e place identity, e ancora come la place image sia collegabile alla place reputation e come possano influenzare la place competitiveness e infine i retailer.
Dall’analisi della letteratura sono emersi input per la formulazione delle ipotesi di ricerca, validate attraverso una survey condotta presso un famoso department store londinese che ha coinvolto un campione di 265 intervistati. I risultati sono frutto di un’analisi quantitativa impiegando come modello di misurazione Amos 21 per identificare le associazioni causali tra gli elementi osservati e il costrutto latente, la validità di costrutto è testata poi con un’analisi fattoriale confermativa.
Questo studio ha inteso esaminare se le percezioni dei dipendenti e turisti, nell’ambito di variabili come: l’eredità di un luogo, la sua identità., l’immagine e la reputazione di un luogo, quale sia il fattore trainante per la crescita della competitività del luogo e delle sue imprese commerciali. Delle 7 ipotesi formulate solo due non sono state validate.
Parole chiave: place identity, place heritage, place image, reputation, competitività
Parole chiave
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ISSN: 1971-5293
ISSNe: 2283-3374
Esperienze d'Impresa, Reg. Tribunale Salerno n. 875 del 3/11/1993