From Conservation to Valorization of Heritage Assets: The Contribution of Cittaslow Certification

The paper aims at understanding the contribution of Cittaslow certification to support a more sustainable tourism governance of small towns. Cittaslow is an association that encourages strongly the relationships among economic development, social well-being and environmental sustainability at the local level. Alternatively to the “fast paced life” philosophy, Cittaslow Association promotes and sustains a different style of town development, focusing on the effort of local governments to pursue continuously progress and innovation and also to create networks of social and local interests around life quality themes. The analysis is carried out by a quantitative method, collecting data by policy-makers of destinations associated to Cittaslow and using a specific questionnaire. The empirical study provides new insights to the destination governance literature about territorial certification. It also supports policy-makers showing the meaning and the opportunities arising for a destination from being certified as Cittaslow.