From Territorial Identity to Territorial Branding: Tourism-led Revitalization of Minor Historic Towns in Reggio Calabria

Reggio Calabria in Southern Italy boasts many well-preserved minor historic towns (MHTs) of Greek origins. These MHTs are characterized by a strong territorial identity with small-sized centers, often isolated from urban basins. However, these MHTs suffer from continuing degradation due to depopulation and stagnating local socioeconomic development (LSED). This article, grounded on an asset-based endogenous approach and system-based relational approach to tourism development, maintains that tourism development is an effective tool to revitalize these towns while promoting LSED. It therefore attempts to explore a tourism-led revitalization model for MHTs where territorial identity and territorial branding are respectively fundamental assets and means. To this end, the research first investigates the constituents of territorial identity, the existing problems that the territorial identity is facing, territorial branding approaches and practices in the MHTs in relation to the two approaches to tourism development. By carrying out case studies of Pentedattilo, Riace and Belmonte, the research then analyzes how urban regeneration can contribute to territorial identity, which improves the tourist attractiveness of the MHTs. This article concludes that territorial branding and value-adding of territorial identity, promoted by regenerative interventions, help improve tourism quality and diversify tourism offer, which, in turn, results in the revitalization of the MHTs.