The impact of indigenous communities on building a unique place brand: an application on SIWA

Abstract EN

The characteristics of many communities in different regions of the world have been widely affected by globalization.

Therefore, the existence of indigenous communities in destinations became a pivotal element in forming a unique place brand.

The term “Indigenous Community” refers to the people who have managed to preserve their unique culture, lifestyle, local food, language, etc.

Hence, indigenous communities are considered a form of intangible cultural heritage.

In this regard, the study aimed to investigate the effect of the indigenous communities on building a touristic brand of Siwa in western Egypt.

Accordingly, an analytical-descriptive methodology was employed to analyze the characteristics of the indigenous community of Siwa through the participant observation method.

Additionally, semi-structured interviews were conducted with a sample of Siwan local tour guides and public sector managers.

As a result, the study proposed a framework for engaging the indigenous community in Siwa's branding process.