Contemporary european aproaches to the comercialization and promotion of cultural heritage [Articol]

Abstract

The primary purpose of the article is to explore the approaches implemented in contemporary Europe for the commercialization of cultural heritage. Using secondary data from policy documents, accounting standards, and case studies, three models of commercialization are examined: public-led institutions, public–private partnerships, and digital monetization. Public-led institutions prioritize conservation and inclusive access but face funding constraints and limited innovation. Public–private partnerships provide capital, operational efficiency, and marketing expertise, yet risk prioritizing profitability over authenticity and community needs. Digital monetization expands global reach and engages younger audiences at low cost, but can commodify heritage assets and exacerbate digital divides. Regulatory frameworks—including IFRS, EFRAG, IFAC, and OJEU—support transparency, sustainability, and participatory governance, mitigating these risks. Policy recommendations advocate mandatory non-financial reporting, safeguards for partnerships, and inclusive digital strategies to strengthen socio-economic value, public trust, and long-term conservation. The study contributes to understanding how European heritage institutions can balance economic objectives with cultural stewardship in an increasingly commercialized and digitized environment.