Integration of Innovative Technologies for Territorial Community Branding in Sila National Park (Calabria, Italy)

The international debate on landscape and cultural heritage enhancement highlights the need for innovative urban planning approaches that integrate economic, social, and territorial aspects. The concept of “place branding” has recently become integrated into urban strategic plans, linking marketing strategies to the attractive features of places. This study proposes a holistic approach to valorizing cultural heritage through Community Branding, a model of creative and collaborative branding. Implemented in Taverna, a historical village in Sila National Park, Calabria, Italy, and Community Branding integrates methodologies from Place Branding, Community Planning, Impact Evaluation, and Place Marketing, ensuring a comprehensive and strategic approach. The application to the case study demonstrated the effectiveness of an innovative approach that combines destination management, tangible and intangible interventions, and active community participation through co-design and co-assessment of cultural, social, and economic impacts. The “Taverna Cultural Lab,” a collaboration between the Mediterranean University of Reggio Calabria and the Municipality of Taverna, illustrates how this approach promotes sustainable territorial regeneration. Specifically, among the initiatives undertaken, the document details the structure of a web platform designed to promote the project’s integrated tourism offering. The platform acts as a competitive showcase and a network linking all stakeholders in the tourism sector, aimed at maximizing traveler satisfaction through an integrated offering. In summary, Community Branding emerges as an effective model for integrating culture and innovation in urban planning, promoting sustainable and inclusive territorial development through active community participation and responsible use of territorial resources.