THE IMPACT OF INDIGENOUS COMMUNITIES ON BUILDING A UNIQUE PLACE BRAND - AN APPLICATION ON SIWA | ||
| مجلة کلية السياحة والفنادق. جامعة المنصورة | ||
| Article 16, Volume 11, Issue 2, June 2022, Pages 25-55 PDF (767.46 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/mkaf.2022.254029 | ||
| Author | ||
| Duaa Samir Ali Elsayed Attia | ||
| Lecturer at the Faculty of Tourism and Hotels - Alexandria University | ||
| Abstract | ||
| The characteristics of many communities in different regions of the world have been widely affected by globalization. Therefore, the existence of indigenous communities in destinations became a pivotal element in forming a unique place brand. The term “Indigenous Community” refers to the people who have managed to preserve their unique culture, lifestyle, local food, language, etc. Hence, indigenous communities are considered a form of intangible cultural heritage. In this regard, the study aimed to investigate the effect of the indigenous communities on building a touristic brand of Siwa in western Egypt. Accordingly, an analytical-descriptive methodology was employed to analyze the characteristics of the indigenous community of Siwa through the participant observation method. Additionally, semi-structured interviews were conducted with a sample of Siwan local tour guides and public sector managers. As a result, the study proposed a framework for engaging the indigenous community in Siwa’s branding process. | ||
| Keywords | ||
| Indigenous community; Intangible heritage; Place branding; Siwa | ||
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