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The role of the cultural heritage of a destination in changing the perception of the country. : The after-reunification Berlin image.

par Leonova, Ekaterina
Promoteur Diekmann, Anya
Co-Promoteur Gillot, Laurence
Publication Non publié, 2022-08-24

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Résumé :

The research aims to investigate how cultural heritage communication shapes how postconflict destinations are perceived, with Berlin's post-unification image evolution receiving the most attention. What obstacles must the destinations overcome in order to build their reputations following the major worldwide crises and conflicts? Given that there is no definitive list of tools and techniques, and that each location has its own distinctive approach and background, a field survey and qualitative research seem to be the most effective ways to examine this problem. This research is enhanced by case studies of places that are recovering from the wars of recent history, in addition to one-on-one interviews with representatives of cultural heritage and destination marketing. There have been many strategies employed to improve the methodology of the development of the image of dissonant destinations with similar research of post-Yugoslavia countries, Israel and Northern Ireland proved that various communication strategies can be applied by the culture. It is revealed that the dissonant destinations have faced exogenous uncertainty related to the lack of research and the fact that every crisis has different outcomes. These strategies include using conflict heritage and developing dark tourism, building new heritage and images on the ruins of past "phoenix" tourism, appealing to locals' reputations, using autonomous tools as media, and more. Finally, they take cognitive psychology into account and work with affective and cognitive components. Berlin is also a unique case because it served as the epicenter of nearly all of the 20th century's major dark events, which all occurred simultaneously. In our case, we were only concerned with the reunification, the cold war, and the unification of the GDR and FRG. Since both the city and the two societies' mentalities were very distinct and were developing in separate ways, participation with one group over the other actually posed the biggest challenge to the reunion. The challenges and tendencies of Berlin image formation were made clear by a careful analysis of Berlin's situation, history, cultural heritage, cultural policies, and the issue of the divided nation, as well as by gathering information from local representatives, destination marketing organizations, and cultural institutions. The work of overcoming the troubled past is ongoing, and Berlin is no exception. To sum up, the timeline of Berlin's image formation after reunification has been created, and it makes it obvious at what stage each of the methods was used and how it affected Berlin's image formation through the collaborators' words.