Trademark potential increase and entrepreneurship rural development: A case study of Southern Transylvania, Romania

Cultural heritage capitalization in rural areas redefines the local development model. Thus, heritage tourism has become the engine of economic activities diversification. This study aims to identify a decision-making-model substantiating algorithm in order to support the local heritage capitalization (lesser known on the international cultural consumption market), based on three types of qualitative researches, and the improved Analytical Hierarchy Process (AHP) method. In case of lesser known heritage, trademark potential and international cultural tourism route for heritage capitalization are smart choices for the innovative local hub development. The developed AHP version allows for a broader investigation of the characteristics that can lead to a trademark associated development based on integrated and innovative tourism products. To substantiate our approach and validate the model, we conducted a pilot study on a geographic area (Southern Transylvania, Romania), slightly exploited from the perspective of heritage potential, and characterized by a combination of heritage assets. The study's results can be used by local authorities as a foundation for sound and strategic development of the area with economic potential from tangible and intangible heritage (re)interpretation.