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

In: Innovation and Creativity in Tourism, Business and Social Sciences

Author

Listed:
  • Emmanouil Anevlavis

    (University of Patras)

  • Evi Chatzopoulou

    (University of Patras)

  • Maria Argyropoulou

    (University of Patras)

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.

Suggested Citation

  • Emmanouil Anevlavis & Evi Chatzopoulou & Maria Argyropoulou, 2025. "The Interface of Intangible Cultural Heritage and Marketing: A Systematic Literature Review (SLR)," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Carlos Costa (ed.), Innovation and Creativity in Tourism, Business and Social Sciences, pages 261-279, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-87019-4_18
    DOI: 10.1007/978-3-031-87019-4_18
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