CACTUS CACTUS J Tour Bus Manag Econ CACTUS – Journal of Tourism Business, Management and Economics 2247-3297 ASE Publishing House Bucharest, Romania cactus-2018-2 Research Article M3, Z3 The Place of Heritage and Identity in the Marketing Strategy of Destinations: a Worldwide Approach Based on Dmo Slogans Séraphin Hugues https://orcid.org/0009-0007-8800-2287 hugues.seraphin@winchester.ac.uk Platania Marco https://orcid.org/0000-0002-0965-8816 Pilato Manuela https://orcid.org/0000-0001-8470-5814 University of Winchester, Winchester, United Kingdom University of Catania, Catania, Italy University of Winchester, Winchester, United Kingdom 15 6 2018 17 1 1562018 Copyright © 2018, The Author(s) 2018 The Author(s) This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). https://creativecommons.org/licenses/by-nc/4.0/

In the tourist industry destinations are competing against each other to attract visitors. In this race to seduce visitors, cultural tourism (based on heritage and identity) appears as a very popular form of tourism used by destinations. Because branding plays a major role in attracting visitors, this paper therefore examines the slogan of 139 destinations around the world. Findings reveal that slogans tend not to use heritage but instead adopt a neutral position, this is to be explained by the fact that destinations want to appeal to maximum of visitors and also because they appeal to the emotions (as opposed to a cognitive strategy).

 Keywords Branding DMO world heritage identify

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