FROM INSIGHTS TO STRATEGY: MAPPING ROME'S CULTURAL HERITAGE FOR OPTIMAL RESOURCE MANAGEMENT AND PROMOTION

Purpose: This study analyses the distribution of Rome’s cultural heritage (CH) to support more effective urban marketing and city branding strategies, promote an equita-ble allocation of resources, and enhance the entire territory. Methodology: The research employs a detailed mapping of CH using the QGIS software and cluster analysis to iden-tify inequalities in the distribution of cultural sites across Rome’s urban zones (UZs). Findings: As noted in previous studies, Rome presents an uneven distribution of CH with a strong concentration in the historical centre and an almost total absence in periph-eral neighbourhoods. Moreover, the cluster analysis identi-fied seven groups of UZs with different levels of cultural offerings, allowing for tailored strategic recommendations for each group. Implications: Diversifying the cultural offering and stra-tegically redistributing resources can enhance the attrac-tiveness of peripheral areas, encourage investments, and improve residents’ quality of life. An inclusive city brand-ing approach fosters a more balanced image of Rome, stimu-lating tourism and sustainable development. Originality of the Study: This study combines spatial analysis and clustering to provide data-driven strategic guidelines for urban marketing and cultural heritage man-agement, contributing to a fairer and more sustainable vi-sion of Rome’s urban development.