CNR-IRCrES Working Paper, 1/2023

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
O RSOLA B ORSANI *, G RETA F ALAVIGNA **

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: greta.falavigna@ircres.cnr.it

ABSTRACT
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 fixedeffects 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 dei paesaggi vitivinicoli delle Langhe e del Monferrato, (CNR-IRCrES Working
Paper 1/2023). Istituto di Ricerca sulla Crescita Economica Sostenibile. Disponibile da
http://dx.doi.org/10.23760/2421-7158.2023.001

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