The Trulli of Alberobello

Il ruolo dei residenti nella valorizzazione del patrimonio culturale. I siti Unesco di Matera e di Alberobello a confronto

UNESCO World Heritage inscription can significantly boost economic growth for cultural sites, but its success hinges on the active engagement of local communities. A comparative study of Alberobello (Trulli) and Matera (Sassi), both inscribed in 1996 and 1993 respectively, reveals stark differences in their development trajectories despite similar tourist arrivals. While Alberobello, with its smaller population, has seen consistent positive representation, Matera faced historical perceptions of backwardness that shaped its tourism evolution. The research, based on surveys conducted between 2007 and 2012—targeting residents, tourists, and industry operators—and an analysis of newspaper archives from 'La Stampa,' underscores the critical role of local communities in leveraging cultural heritage as a resource for sustainable growth.