Branding Intangible Cultural Heritage: A Root Reinforcement Model for Tourism Resurgence With Indigenous Doll Making

Abstract

Intangible cultural heritage (ICH) can be a valuable tourism asset for both government and local communities. Due to the fragmented nature of ICH data, it becomes difficult for the researchers to comprehend its impact on the psychology of the interacting tourists. Prior research has shown that traditional crafts and craftsmanship as ICH could be used to promote a place. However, ICH has scarcely been considered as a place branding element. The study apprehends that branding places with ICH will not only upscale the place in terms of ethno-cultural significance but also will integrate the visiting population with the ICH and thereby ensure knowledge propagation and preservation and reinforce the cultural roots. The study proposes a reflective brand model in the context of ICH of Natungram, a village known for its legacy of craftsmanship of wooden dolls. The study used crossover analysis framework (CAF), as a part of causal mixed-method research design, to inquire into the complex psyche of the tourists while interacting with the ICH and the artisans at Natungram. Three distinct brand elements were identified through a qualitative thematic content analysis, namely subjective vitality, authentic experience, and experiential quality. The brand model was tested for its impact on the behavioral pattern of the tourists by using appropriate quantitative method. The results confirmed both direct and partially mediated effects of the brand elements on the tourist behavior. In future, the model could be extrapolated spatiotemporally for places of ICH significance.

Citation

Baksi, A.K. and Sanyal, S. (2024), "Branding Intangible Cultural Heritage: A Root Reinforcement Model for Tourism Resurgence With Indigenous Doll Making", Sharma, A. and Arora, S. (Ed.) Strategic Tourism Planning for Communities (Building the Future of Tourism), Emerald Publishing Limited, Leeds, pp. 23-50. https://doi.org/10.1108/978-1-83549-015-020241004