Place identity and war heritage: managerial challenges in tourism development in Trentino and Alto Adige/Südtirol

Tourism based on the valorisation of places in which historical heritage is the main attraction is one of the fastest growing segments of cultural tourism. The conservation and management of dissonant heritage - heritage with different meanings and narratives - has led to war tourism product development in various destinations. Although niche tourism at war heritage sites has received some attention by academics in tourism and management, this study area is still under-investigated. This contribution analyses the role of place identity and cultural identity in the valorisation and management of Italian war heritage sites in Trentino and Alto Adige/Südtirol. The two Italian autonomous provinces are rich in war heritage sites including fortifications, trenches, war memorials testimonials of the Alpine warfare during the Great War (1914–1918). Special attention is given to the role of local stakeholders in the managerial choices and communication strategies in war heritage site management. Results show that a more targeted promotion of this particular war heritage could significantly contribute to enhance awareness on Italian cultural heritage. Managerial implications to overcome current weaknesses are provided.