Second University <strong>of</strong> Naples SUN RESEARCH PROJECT NAME: WORLD HERITAGE MANAGEMENT IN CAMPANIA ITALY a. FACTSHEET 1. Research project - Research project name: INTERNATIONAL RESEARCH NETWORK IN WORLD HERITAGE MANAGEMENT - Starting date and ending date: January 2010 / December 2012 (3 years), and further on with the establishment <strong>of</strong> a permanent international network specialized in World Heritage Management among partner institutions. 2. University: Second University <strong>of</strong> Naples SUN 3. Faculty: Faculty <strong>of</strong> Architecture “Luigi Vanvitelli” 4. Department/s: Regional Research Center <strong>of</strong> Excellence for Cultural Heritage, Ecology and Economy (BENECON SCaRL), which is comprised <strong>of</strong> four university <strong>of</strong> the Campania region, Italy, Institutional tional Member <strong>of</strong> Forum UNESCO University and Heritage 5. Director and group components - - Director: Pr<strong>of</strong>. Arch. Carmine Gambardella, Dean Faculty <strong>of</strong> Architecture SUN, Director PhD School in Disciplines <strong>of</strong> Architecture SUN President BENECON SCaRL Group components: Pr<strong>of</strong>essor SUN Jolanda Capriglione, Pr<strong>of</strong>essor SUN Elena Manzo, Pr<strong>of</strong>essor SUN Nicola Pisacane, Pr<strong>of</strong>essor SUN Fabiana Forte, Architect Alessandro Ciambrone , SUN PhD scholar. 6. Contact details - Contact person: Pr<strong>of</strong>. Arch. Carmine Gambardella - Address: Faculty <strong>of</strong> Architecture SUN, Abazia san Lorenzo, 81031 Aversa (CE), Italy - Email: presidenza.architettura@unina2.it - Web: www.architettura.unina2.it, www.benecon.it
. PROJECT SUBJECT DATA 1. Research project context and purpose: 2. Results: 3. Financing 1.1 Research project specific purpose: 1.2 Research development: 2.1 Scientific test result typology 2.2 Other results (Disciplinary and educational) 4. Relation with educational projects The project aims to develop educational activities on World Heritage Management. The international partners intend to establish a network <strong>of</strong> multidisciplinary scientific competences. The analysis <strong>of</strong> UNESCO sites, and their Outstanding Universal Value, is a benchmark to "link minds across cultures" (William Fulbright, 1948). The Pr<strong>of</strong>essors, Researchers and Ph.D. Scholars <strong>of</strong> the partner universities (consortium) analyze the case study <strong>of</strong> the five World Heritage Sites (WHSs) in the Campania Region (), which are , , , Amalfi, and Cilento. This is the base to develop comparatives and “best practices” studies with WHSs in , and Cultural and Natural sites in the US and Latin America. has been chosen for this research project due to its low performance in tourism in the last decade compared to other Italian regions. Cities and regions in the and , as well as many developing countries in Latin America, aress focusing on tourism as a route to economic development. Culture as an engine for economic growth and integration directly involves the and France, which rank respectively first in the world for tourism revenue and in international arrivals. Main cities, archeological and cultural sites as well as natural reserves in Latin America are looking to strength their cultural and environmental characterization. The Consortium, through international meetings in the countries involved, will set up strategies to manage WHSs worldwide. The BENECON and the Faculty <strong>of</strong> Architecture at the Second University <strong>of</strong> Naples (Italy) will utilize its technological instrumentation to develop strategies for documenting and monitoring the conditions <strong>of</strong> cultural and natural properties in Campania as well as in the countries involved, focusing on the sites chosen for comparative analysis. International partners participate in the project developing strategies for theis properties and for WHSs in Campania. The main component <strong>of</strong> the project is focused on identifying those factors that influence heritage preservation, promotion and tourism. It will mainly address the following questions: Why do some places (e.g., ) endowed with extremely rich and diverse cultural/natural assets effectively preserve and promote their heritage, while others (e.g., ) do not? What do history, culture, society, and geography have to do with the effective preservation or degradation <strong>of</strong> the local cultural and natural heritage? What is the<strong>of</strong> cultural heritage? How can this value be linked to the socio-economic development <strong>of</strong> local communities? How should local communities be involved in the planning process? How can private developments be related to public interests? How can public-private partnerships benefit the management <strong>of</strong> cultural heritage? Answering these kinds <strong>of</strong> questions requires an interdisciplinary approach, using concepts from diverse disciplines like architecture and urban planning, economics, sociology, history, geography, environmental studies, and anthropology (both cultural anthropology and archaeology). Recent developments in the , and elsewhere, are characterized by a new attention <strong>of</strong> local governments to promoting tourism-related activities and infrastructure, and to establishing new forms <strong>of</strong> partnership p between the public and private sector, especially in the tourist industry (Novy, 2010). Thus, while our immediate goal is to elaborate a management plan for the Campania Region WHSs, we anticipate that the outcome <strong>of</strong> our analysis <strong>of</strong> cultural and natural heritage will be <strong>of</strong> great value and interest to other institutions seeking to promote heritage tourism. Managers <strong>of</strong> cultural and natural heritage sites will, in many instances, be able to apply this approach toward monitoring the condition <strong>of</strong> their sites and to identify threats, hopefully before they are severe problems. Only recently has the World Heritage nomination format called for key indicators (e.g., number <strong>of</strong> species, percentage <strong>of</strong> buildings requiring repair, stability <strong>of</strong> building elements, rate <strong>of</strong> developmental encroachment) to a property’s state <strong>of</strong> conservation. Most <strong>of</strong> the example indicators are irrelevant to archaeological sites, however the variables we identify in this project will provide a useful suite <strong>of</strong> measures for this purpose. An important aspect <strong>of</strong> this research is its use <strong>of</strong> an interdisciplinary approach to address heritage issues. Architecture, urban design, urban planning, economics, public affairs, social and environmental sciences will be used to study problems associated with the preservation <strong>of</strong> cultural heritage sites. The interdisciplinary and international scope <strong>of</strong> the research constitutes a new approach to the issue <strong>of</strong> cultural heritage in the Campania Region, where cultural heritage has been addressed historically from a local and non-integrated perspective. This research is also a study <strong>of</strong> the feasibility <strong>of</strong> transferring policies from one context to another. Contemporary research on local development in a global context shows that “successful” examples <strong>of</strong> local development in one region, city or industrial sector are very difficult to recreate in different contexts (Storper, 1997). Local development, in fact, depends on local convention, modes <strong>of</strong> doing things, habits, and social norms that cannot be recreated but only constructed. Our research will therefore analyze which conventions and social norms in the and France have allowed the creation <strong>of</strong> successful cultural heritage and tourism policies. At the same time, it will consider which conventions and traditions are in place in the Campania Region among policy makers, Chambers <strong>of</strong> Commerce and other institutions with a stake in the development <strong>of</strong> such a policy. Local administrations and citizens have both the right and the responsibility to say how they want their community to be (ICOMOS, 1999; Jacob, 1980). High-culture institutions, such as performing arts centers and museums are seen by planners as important tools for revitalizing urban economies and spaces (Grodach, 2003). In , the central government has developed long-term policies for the protection and development <strong>of</strong> cultural heritage (Greffe, 2003). New policies, such as free entry to sites for European citizens under 26 years <strong>of</strong> age, are enhancing local culture (i.e., invigorating participation and attendance at attractions by local citizenry) and indirectly increasing tourism revenues in complementary arenas <strong>of</strong> the tourism market segment. (That is, while a site may <strong>of</strong>fer complimentary entry to certain niche audiences, the local eateries, hotels, and other tourism destinations will still pr<strong>of</strong>it financially from the visit.) Moreover, contemporary planning is dealing with the growth <strong>of</strong> the city and with urban tourism related issues (e.g., Plan for the Great Paris). The importance <strong>of</strong> the site is a crucial concept in urban design, planning and architecture, and the way planners and designers have tackled this issue has changed dramatically over the years, but little has been written on it (Burns and Kahn, 2005). Little has also been written on the cultural characterization <strong>of</strong> the Campania Region, and how its cultural endowment can become the engine <strong>of</strong> a territorial rebirth. The existing studies on do not consider integrating protection and promotion <strong>of</strong> cultural heritage from an international perspective. Baseline assessments <strong>of</strong> site management, marketing, message, mechanics and media (cf. Brochu, 2003) will allow us to develop strategies to responsibly increase cultural tourism in the Campania Region. All recommendations must be geared toward embedding interpretation within sustainable site management practices (Merriman and Brochu, 2005). This work will be guided by the principles outlined in the ICOMOS Charter for the Interpretation and <strong>Presentation</strong> <strong>of</strong> Cultural Heritage Sites (ICOMOS 2008) as well as the ICOMOS (1999) International Cultural Tourism Charter (Managing Tourism at Places <strong>of</strong> Heritage Significance). Both charters stress the role <strong>of</strong> including local community members in discussions regarding development <strong>of</strong> sustainable tourism levels at sites and in the communities where they are located. More recently, civic tourism initiatives have introduced the notion <strong>of</strong> “frame-flipping” in which tourism is used to serve place (Shilling, 2007) in contrast to the more common notion <strong>of</strong> tourism as a means <strong>of</strong> economic development in which place serves tourism. Our analyses will be case studies that could be applied to cities and territories <strong>of</strong> southern , and elsewhere around the world. Monitoring the impacts <strong>of</strong> tourism on cultural l and natural properties is crucial ilto their successful flmanagement and to the development <strong>of</strong> sustainable ti tourism. This research will provide tools by which h the condition <strong>of</strong> sites can be assessed and potential ti threats can be evaluated. The working group, composed <strong>of</strong> researchers and Ph.D. scholars from the consortium institutions, will share case studies and best practices in their own countries and fields <strong>of</strong> expertise. Collectively, this will contribute to improving interdisciplinary approaches to resource management, heritage interpretation and assessment, and international heritage management. These, in turn, will be honed and formally integrated into educational <strong>of</strong>ferings and permanent courses <strong>of</strong> studies based on WHS management in the E.U., U.S. and Latin America. Establishing joint courses and degrees, PhD international and in co-direction, Summer Schools among partner institutions. The Consortium apply to international cooperation programs, i.e. ATLANTIS – ALFA. Other source <strong>of</strong> financing in each partner country could be : Ministry <strong>of</strong> University and Research, Erasmus- Mundus Programme, Fulbright – UNESCO – Getty Foundation – WTO – UNWTO - ICCROM – IUCN - ICOMOS grants and fellowships, etc. University Students, Master and PhD scholars <strong>of</strong> the partner universities are strongly involved in the project through site visits, lectures, conferences, training courses, and on the field exercitations (i.e. technological relief, historical analysis).
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