Working Paper CNR-Ircres 1/2023                    
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UNESCO o non UNESCO? Quando il brand incentiva il turismo: il caso dei paesaggi vitivinicoli delle Langhe e del Monferrato

UNESCO or not? When the brand stimulates tourism: the case-study of vineyard landscape Langhe and Monferrato

Orsola Borsani*, Greta Falavigna**


Affiliazione: *Master in Economia, innovazione, comunicazione e accoglienza per l’impresa turistica, Università del Piemonte Orientale

**CNR-IRCrES, Consiglio Nazionale delle Ricerche, Istituto di Ricerca sulla Crescita Economica Sostenibile, Italia

corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.



The aim of the present paper is to analyze whether the inclusion of a territory in the list of UNESCO sites increases its tourist visibility. Looking at the case-study of Langhe and Monferrato, the tourists’ presences from 2011 to 2019 have been analyzed in order to estimate the impact of the nomination as UNESCO World Heritage Site in 2014. Pooled and panel fixed-effects econometric models confirmed what the literature already suggests: even if the tourist presences are lower in UNESCO territories compared to those that are not, the inscription in the list has brought a significant increase of tourism. Therefore, the adhesion of small municipalities to these lists can be a driving force for tourism and the socio-economic development of small territories.

Keywords: UNESCO World Heritage, tourism, Piedmonts’ vineyard landscape, Langhe, Monferrato

DOI: 10.23760/2421-7158.2023.001



How to Cite this Article

Borsani, O., & Falavigna, G. (2023). UNESCO o non UNESCO? Quando il brand incentiva il turismo: il caso delle Langhe e del Monferrato, (CNR-IRCrES Working Paper 1/2023). Istituto di Ricerca sulla Crescita Economica Sostenibile. Disponibile da



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