COMPETITIVE ADVANTAGE STRATEGY IN CULTURAL HERITAGE MANAGEMENT

This work introduces ',competitive advantage strategy', into heritage management within tourism and general development on the basis of differentiation. It argues that in a long term managerial policy, achieving sustainable conservation through development has a higher probability of success by shifting responsibilities to the public. The lack of a precedent managed in this way has necessitated the creation of a case-study, a strategic management model for the Mani, a region in the southern Peloponnese, Greece. The region is rich in cultural heritage but has been largely abandoned and the region',s many different aspects and the urgent need to save the Mani',s heritage are the main reasons for its selection in this study. The result is a strategic management and development plan for the Mani and a paradigmatic strategic model for further cases internationally._,