Cultural and tourist valorisation processes towards a collaborative governance for Southern Italy development

The research proposes an approach based on an incremental logic for the processes of cultural and tourist valorisation of Southern Italy. The factors that slow down civil growth and sustainable development in these marginal areas are many: unemployment, the abandonment of industrial areas, the depopula-tion of historical centres, social exclusion, widespread illegality. In a scenario where economic resources and management skills are scarce in the municipalities, the cultural and tourist development of a territory requires process and product innovation and an integrated territorial development model, innovative in social, cultural and technological but also organizational terms. The paper proposes the construction and updating of a "Cultural Collaborative Process" to support the knowledge, use, management and communication of the cultural heritage of the marginal areas of Southern Italy. The metodological approach, using interdisciplinary tools (community psychology, place branding, co-design, multi-group assessments and management), aims to define new services for the territory in which collaborative decision-making processes are supported by ICT to improve and expand a cultural and creative user-centered offer towards a new territorial governance.