Community Branding and Participatory Governance: A Glocal Strategy for Heritage Enhancement

Cultural heritage plays a crucial role in strengthening local identity and fostering socio-economic development. However, its effective enhancement requires an inclusive decision-making process capable of integrating the diverse perspectives of stakeholders. This study introduces an innovative participatory governance model applied to the case of Taverna, Calabria. This study adopted a methodological framework grounded in co-design and co-evaluation, and the research examined the impacts and opportunities associated with a collaborative management process for cultural heritage. The proposed framework consists of five key phases: defining a strategic vision, analyzing the territorial context, co-designing enhancement strategies, implementing actions, and monitoring their impact. The findings highlight the effectiveness of this approach in shaping strategies grounded in local identity, inclusive community engagement, and long-term sustainability. The experience of Taverna’s collaborative decision-making project demonstrates that an inclusive governance process can generate tangible benefits in terms of social innovation, economic growth, and heritage conservation.