Promotion and displaying of cultural heritage: Place or name?

Abstract

Cultural heritage is a vital element for cities, regions and nations in order to attract human and financial resources. Whether some cultural heritage assets – monuments – are of great significance or not, a strategic planning for their promotion is a necessary prerequisite. However, recognition still plays an important role. This paper reports the results of a quantitative survey regarding four monuments in central Greece – 1
st ancient theatre of Larissa, monument of Hippocrates, Olympus, Phthia – and how their recognition can contribute to the overall promotion of a place image.