Tangible And Intangible Aspects In The Promotion And Fruition Of The Unesco Sites. A Case Of Sustainable Innovation

The Italian territory is complex and diversified from both the environmental-landscape and socio-cultural points of views. This is planned with traditional urban planning tools, but more and more with other kinds of non traditional ones, often supported by new technologies. Indeed, apps, web portals and so on support the promotion of sites in innovative way, creating multiple and alternative possibilities of both enhancement and fruition of places. In particular, the Italian cultural heritage, although has its own historical tradition which make it recognizable in its entirely - above all in the visitor worldwide imaginary -, from a more internal point of view it shows profound differences of tradition, life and culture between, for example, costal and mountain places, internal areas, small villages and great historical centers, which require different modalities of promotion. For their outstanding beauty, many places were declared Unesco Heritage, but not always these are inserted in a wider contexts and planning capable to allow a suitable enhancement and fruition. Starting from these premises, the paper is aimed at illustrating the first results of a study centered on Unesco properties I Italy, in development in the framework of a CNR research - with the author's responsibility - focused on urban livability and healthy, devoted to: identify both positive factors and problems in the enhancement of these sites and the role of the Unesco acknowledgment; the contribute of Internet, web portals and apps in their sustainable enhancement and fruition. As a emblematic case study, the Dolomiti site will be illustrated.