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

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          Abstract

          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.

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          A scaling method for priorities in hierarchical structures

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                Author and article information

                Contributors
                Role: ConceptualizationRole: Formal analysisRole: Funding acquisitionRole: InvestigationRole: MethodologyRole: Project administrationRole: ResourcesRole: SoftwareRole: SupervisionRole: Validation
                Role: Formal analysisRole: Funding acquisitionRole: Project administrationRole: ResourcesRole: SupervisionRole: ValidationRole: Visualization
                Role: ConceptualizationRole: Data curationRole: Formal analysisRole: InvestigationRole: MethodologyRole: SoftwareRole: VisualizationRole: Writing – original draftRole: Writing – review & editing
                Role: Data curationRole: Formal analysisRole: Methodology
                Role: Data curationRole: InvestigationRole: SoftwareRole: Writing – review & editing
                Role: ConceptualizationRole: Formal analysisRole: Investigation
                Role: Formal analysisRole: InvestigationRole: Methodology
                Role: ConceptualizationRole: Data curationRole: Formal analysisRole: MethodologyRole: Writing – original draftRole: Writing – review & editing
                Role: Data curationRole: Formal analysisRole: Funding acquisitionRole: InvestigationRole: ValidationRole: Writing – original draft
                Role: Editor
                Journal
                PLoS One
                PLoS One
                plos
                plosone
                PLoS ONE
                Public Library of Science (San Francisco, CA USA )
                1932-6203
                15 January 2021
                2021
                : 16
                : 1
                : e0245044
                Affiliations
                [1 ] Center for Law, Economics and Business Studies, "George Emil Palade" University of Medicine, Pharmacy, Science and Technology of Târgu-Mureș, Târgu-Mureș, MUREȘ County, Romania
                [2 ] Institute of National Economy, Romanian Academy, Bucharest, Romania
                [3 ] Department of Sciences and Letters, "George Emil Palade" University of Medicine, Pharmacy, Science and Technology of Târgu-Mureș, Târgu-Mureș, MUREȘ County, Romania
                The Bucharest University of Economic Studies, ROMANIA
                Author notes

                Competing Interests: The authors have declared that no competing interests exist.

                Author information
                https://orcid.org/0000-0002-1493-9700
                https://orcid.org/0000-0002-1091-6851
                https://orcid.org/0000-0002-6036-9091
                https://orcid.org/0000-0002-4399-3124
                https://orcid.org/0000-0003-2013-5589
                Article
                PONE-D-20-09853
                10.1371/journal.pone.0245044
                7810323
                33449923
                2191f6b1-927f-4218-b2c2-e7f3aa6ae725
                © 2021 Stefan et al

                This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

                History
                : 22 April 2020
                : 22 December 2020
                Page count
                Figures: 6, Tables: 6, Pages: 26
                Funding
                Funded by: UEFISCDI
                Award ID: 56PCCDI/2018
                This work was supported by a grant of the Romanian Ministry of Research and Innovation, CCCDI-UEFISCDI, project number PN-III-P1-1.2-PCCDI-2017-0884/56PCCDI/03.04.2018, within PNCDI III.
                Categories
                Research Article
                Social Sciences
                Sociology
                Culture
                Earth Sciences
                Geography
                Geographic Areas
                Rural Areas
                Social Sciences
                Economics
                Development Economics
                Economic Development
                Biology and Life Sciences
                Neuroscience
                Cognitive Science
                Cognitive Psychology
                Decision Making
                Biology and Life Sciences
                Psychology
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                Decision Making
                Social Sciences
                Psychology
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                Decision Making
                Biology and Life Sciences
                Neuroscience
                Cognitive Science
                Cognition
                Decision Making
                People and places
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                Europe
                European Union
                Romania
                People and Places
                Geographical Locations
                Europe
                Earth Sciences
                Geomorphology
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                Mountains
                Ecology and Environmental Sciences
                Terrestrial Environments
                Mountains
                Social Sciences
                Law and Legal Sciences
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                All relevant data are within the manuscript and its Supporting Information files.

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