Original scientific paper
https://doi.org/10.63191/mcpr.17.1.6
Cultural Heritage and Local Identity Bearers: Communicative Dimensions of Image Building in Istria and Kvarner
Krešimir Dabo
Danijel Knežević
Dejan Gluvačević
Abstract
This study investigates the role of cultural heritage in shaping regional identity and place image in Istria and Kvarner, with a focus on its communicative function in spatial representation and destination branding. The research aims to examine how local heritage bearers perceive cultural heritage as an identity marker and how they evaluate its use in regional promotion. Empirical data were collected through an online survey conducted among 236 residents actively involved in cultural and heritage associations in Istria and Kvarner. The results indicate that respondents associate their regions with a diverse range of cultural symbols, reflecting a pluralistic and layered understanding of regional identity rather than reliance on a single emblematic element. Cultural heritage is widely perceived as a reflection of local identity, and respondents recognize the local population as an important factor in its preservation and communication. While heritage is considered sufficiently present in promotional materials, respondents emphasize the necessity of authentic and context-sensitive representation and express concern over folklorization. The findings further highlight the perceived importance of inter-institutional cooperation between local authorities, cultural institutions, tourist boards, and educational organizations in sustaining and promoting regional cultural identity. Although many respondents express conditional willingness to participate in heritage-related initiatives, engagement is shown to depend on transparent communication and tangible community benefits. The study contributes to research on cultural heritage and destination communication by demonstrating that regional identity and image are continuously negotiated through communicative practices, underscoring the need for inclusive, locally grounded, and sustainable approaches to heritage-based regional branding.
Keywords
Cultural Heritage; Image Building; Istria and Kvarner; Local Identity Bearers; Spatial Representation
Hrčak ID:
349529
URI
Publication date:
17.8.2026.
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