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Vom sakralen Raum zur regionalen Marke: Place Branding religiös konnotierter Landschaften

Author

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  • Hilpert Markus

    (Institut für Geographie, Universität Augsburg, Alter Postweg 118, D-86159Augsburg, Germany)

Abstract

Numerous cultural landscapes that are well known for religious buildings, traditions or rites, use these features in their tourism marketing to develop a regional brand with its own name, logo and website. The target group includes both religious and non-religious people. Therefore, in the branding process, the sacred landscape is reduced to those elements that are considered interesting even for non-religious visitors. Thus, the regional brand is not only manipulated, but often loses its uniqueness. The sacred landscape does not gain any meaning through commodification, but sacrifices its unique selling proposition (USP) to the presumed mass market. This makes the meaning of a brand at least questionable.

Suggested Citation

  • Hilpert Markus, 2019. "Vom sakralen Raum zur regionalen Marke: Place Branding religiös konnotierter Landschaften," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 11(3), pages 311-324, November.
    • Handle: RePEc:bpj:touwis:v:11:y:2019:i:3:p:311-324:n:1
    DOI: 10.1515/tw-2019-0019
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