Cultural Tourism in World Heritage Sites: an empirical study on an Italian marginal area

Marginal areas are characterized by a poorly developed economy often focused on the primary sector, a strong depopulation, poor infrastructure, environmental and structural problems. These areas, however, are also characterized, due to their features, by a strong relationship with their heritage and local identity. These are key factors on which territories can base their competitive advantage; tourism based on these assets may activate processes of local development. The purpose of the paper is to individuate strategies and marketing tools able to strengthen the tourist attractiveness of a UNESCO World Heritage Site located in an Italian marginal area.