Abstract The valorization of cultural identity-centered brand icons has become a requested action nowadays, promoting the marketing statement of local heritage sites that aren’t designated as UNESCO World Heritage. Thus, these sites might compete to enhance and safeguard cultural heritage and authentic cultural knowledge. Moreover, lessening the high negative impact of the customization approach on the conservation statement of the cultural asset, the research adopts a people-centered approach developing the interlinkages between cultural tourism marketing and conservative management to enhance the rapport between the community and the palace in a community-based cultural tourism manner. Therefore, this empirical study reviews the cultural significance of the Farnese Palace in Caprarola and its reflection on its marketing statement, developing its brand image. It applies an integrated method that combines quantitative and qualitative analysis. It mainly assesses 165 online questionnaires with the public audience. The findings of this study draw a proposal for generating a people-centered heritage branding image (logo and slogan) of the Farnese Palace in Caprarola that seeks to generate a lifelong learning memory for the community and a long-term brand image for the visitors’ mentality.

Abstract Based on the background of China’s social development in the new era and the realistic needs of rural revitalization and sustainable tourism development, this paper takes typical rural tourism destinations in Huzhou city, Zhejiang Province and Huangshan city, Anhui Province as examples, and discusses the influence mechanism of rural tourism gentrification using grounded theory. The results show that the driving mechanism of rural tourism gentrification acts on rural areas through different ways, promoting the development and evolution of rural tourism gentrification. The interactive influence mechanism of rural tourism gentrification advances the sustainable development of rural tourism and rural revitalization. This study enriches the research on rural tourism gentrification and provides theoretical support and practical reference for rural revitalization and the sustainable development of rural tourism.

Abstract

Green hotels are becoming increasingly popular as more and more people become conscious of the impact of their travel on the environment. There are several certifications known as Green Building Certificates given to hotels all over the world to encourage them to move towards eco-friendly attitude. Having a certification is often considered as a marketing tool. These certifications are often internationally known. Although green hotel has been gaining in popularity by both hotel business and tourist demand in Thailand, there is limited information whether tourists are willing to pay more, and if so, how much more. This research studies tourists’ willingness to pay for staying in green hotel. The method for the study employs the hedonic pricing model to investigate hotel attributes in the determination of hotel room rates in Phuket, Thailand. The hotel attributes studied include green leaf certification, hotel star, the distance of hotel from the nearest beach, the distance of hotel from the city centre and other facilities of the hotel such as breakfast, meeting room, internet access, shuttle service, fitness centre, pool, and restaurant. The results show that tourists are willing to pay up to 68 percent premium for staying in green hotel. In addition, hotel star rating and some facilities such as free breakfast, fitness centre and shuttle service also have positive effects on room rates. However, the further away the hotel from the beach the lower the room rate.