Sustainable Tourism Law

TOURISM AND HERITAGE:THE ROLE OF THE WIDESPREAD HOTEL 139 the doors and spread the culture of “sustainable tourism” 6 , but also work to preserve, recover and enhance the existing heritage, in its various voices, in their specific rural and/or urban contexts. Obviously, in order to achieve this objective, which requires strong cohesion in the level of the consents expressed, a lot of attention is needed from the various institutions involved in the planning of a programme (which should be shared), involving the presence of public and private promoters, in order to improve every single element of attraction. This may involve changes in melius or peius , which, in order to cope with the unavoidable mismatch of social and technological progress, require high costs to sustain. This will only – in the long term and through the analysis of the results achieved – generate a positive (or negative) judgment in terms of actual economic advantages, taking as a benchmark the response of the tourist flows to the different seasonal proposals. Consequently, the cultural heritage 7 , for its intrinsically ethical-social value, is capable of promoting the achievement of economic benefits (using the tourist offer channel for this purpose), as well as being able to promote a process of study and interpretation of locations (for the efficient use of the relevant cultural resources). Those resources represent the element of differentiation from other potential competitive areas. 6 In the tourism sector, sustainability is linked tothe involvement of the environmental, social and economic components. Environmental sustainability to ensure a development compatible with the maintenance of ecological processes, with diversity and biological resources; social and cultural sustainability to ensure a compatible development with the culture and values of the population concerned and to maintain and strengthen the identity of the community; economic sustainability to ensure economically efficient development and resource management to support future generations; on the topic, S. BERARDI, Principi economici ed ecologici per la pianificazione di uno sviluppo turistico sostenibile , Milano, 2007, p. 47 ss.; P. COSTA, La sostenibilità ed il turismo , in AA.VV ., Politica economica del turismo , by P. COSTA, M.C. FURLAN, M. MANENTE, cit ., pp. 121 ss.; C. TRILLO, Territori del turismo, Firenze , 2003, p. 22. 7 An important characteristic of the assets that make up the cultural heritage is the non-reproducibility, meant as the impossibility of reproducing its authenticity. Any choice of valorisation is therefore constrained by the respect of the objectives of protecting the asset (preservation and protection), understood in the physical, cultural (respect for the character of authenticity) and social (the valuation must not betray the original meaning attributed by the community to the resources as identity symbols). It is important to take into account the value of authenticity, especially in the initiatives designed to enhance the intangible heritage (fairs, feast, religious and popular festivals), but also in the valorisation of the products of the material culture, such as, for example, typical products for which it is important to adopt production disciplines and reference marks. About it, cf. P. A. VALENTINO, Le trame del territorio. Politiche di sviluppo dei sistemi territoriali e distretti culturali , Sperling e Kupfer, Milano, 2003; D. THROSBY, Economia e cultura , Il Mulino, 2005; M. MAZZANTI, Metodi e strumenti di analisi per la valutazione economica del patrimonio culturale , F. Angeli, Milano, 2003; N. BURATTI, C. FERRARI, (by), La valorizzazione del patrimonio di prossimità tra fragilità e sviluppo locale. Un approccio multidisciplinare , F. Angeli, Milano, 2011.