Historia miejsc jako produkt. Marketing terytorialny a dziedzictwo historyczne

Abstract

Historical legacy is a ‘public register’ of every place inhabited by human beings. It documents the material and immaterial output and achievements of those who lived on a particular area before us. This paper, basing on empirical examples, shows how the local authorities use historical legacy of particular places to promote the place and commercialize the area. It has been pointed out herein that buildings of religious character, castles and palaces, urban planning schemes, historic parks, hydrotechnical objects and bugle calls, coats – of – arms, legends and culinary legacy, from the perspective of territorial marketing become the historical products of places of material and immaterial character. It should be highlighted then, that every historical product has significant influence on creating an image of a territorial unit and, if it is properly presented and emphasized, it may become a real showpiece of a town or a city. Therefore, a history of a particular town or city cannot be considered as a fixed, dead or useless card, and we should not marginalize it when promoting a place.