Unleashing Digital Innovation for Sustainable Rural Intangible Cultural Heritage Marketing

Abstract

The chapter explores how digital innovation can be utilized to advance sustainable development goals in rural areas, focusing specifically on marketing intangible cultural heritage. It highlights the importance of preserving rural cultural traditions and the role of marketing in raising awareness and generating economic opportunities. Traditional marketing approaches are insufficient in the digital era, necessitating the exploration of digital tools like virtual reality, mobile apps, and social media platforms. The chapter emphasizes the alignment of digital innovation with sustainable development goals, such as supporting local economies and preserving cultural authenticity. Collaboration and capacity-building initiatives are crucial to empower rural communities in effectively utilizing digital platforms. The chapter provides valuable insights and recommendations for policymakers, researchers, and practitioners in this field.