In recent years, there has been a notable development of research on the role of culture in regional and local development models and on the relevance of the so-called cultural economy. Despite the existence of several nuances, it is possible to identify two basic research approaches to the issue. The first is focused on analysing the industry of culture, showing the processes of concentration of cultural activities in some places and the links with other sectors of the local economy. The other approach, more oriented towards the territory, emphasizes the role that a system of cultural assets can play in the dynamics of economic and social development of a specific area. In contrast to the first, which concerns larger cities, the territorial approach privileges medium- and small-sized towns and rural areas. In adopting this perspective, we present the case study of Volterra, a small Italian town whose cultural heritage has been considered in recent years as the main local development driver. By means of a direct survey and interviews with opinion leaders, we have attempted to assess the perceptions and reactions of residents and visitors and to identify the connections between the local heritage, cultural activities and strategies of urban development.
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