Cultural heritage and trademark potential drivers for sustainable rural development. An AHP extended applied model

Abstract

Cultural heritage capitalization in rural areas redefines the model of local development, thus heritage tourism becoming the engine of economic activities diversification. This paper aims to identify an algorithm for substantiating a decision-making-model in order to support the capitalization of the local heritage (less known on the international cultural consumption market), based on three types of qualitative researches and improved AHP method. When the opportunity of less known heritage is faced, trademark potential and international cultural tourism route for heritage capitalization are smart choices for innovative local hub development. The developed AHP version allows for a broader investigation of the characteristics that can lead to a trademark associated development in the context of integrated innovative tourism products. To substantiate our approach and validate the used AHP model, we conducted a pilot study, on a geographic area little exploited from the perspective of heritage potential, characterized by a combination of heritage assets (Southern Transylvania from Romania). The study outcomes and results can be used by local authorities as a foundation for a sound strategic development of the area with economic potential from tangible and intangible heritage (re)interpretation for the benefits of all, according to Agenda 2030 goals implementation in rural areas.