Cultural Governance and Destination Identity: Examining Sustainability Practices in Greek Cultural Heritage Institutions

Destinations increasingly shift from promotional branding toward holistic and inclusive identity strategies, where cultural heritage operates as both an anchor of local distinctiveness and a catalyst for creative place-making. This study presents a mixed-methods Triple Bottom Line (TBL) assessment of four Greek cultural heritage institutions, a regional theatre, a municipal gallery, a university-affiliated foundation, and a regional film festival, to examine how governance structures, resource availability, and organisational capacity shape environmental, social, and economic sustainability performance. Through document analysis and semi-structured interviews, the research identifies eleven recurring thematic variables across the TBL dimensions and systematically compares their implementation across distinct governance models. Findings show that social sustainability, particularly accessibility, education, and community engagement, constitutes a structurally universal baseline across all institutions, regardless of governance type or resource level. In contrast, environmental and economic performance diverge sharply according to governance model, building ownership, and access to capital. As cultural institutions function as experiential landmarks within cultural and creative tourism, their inclusive practices enhance community wellbeing while co-producing destination identity as socially responsible and culturally authentic. The study concludes with targeted policy recommendations on reporting standards, capacity building, and structural constraints, offering transferable insights for creative place-making and sustainable destination branding in Greece and other Mediterranean contexts.