ABSTRACT
This chapter proposes a humanistic management framework for analyzing the role of corporate investors in cultural heritage that may boost sustainable development. Different streams of literature concerning the role of cultural heritage in sustainable tourism development and the implications of the increasing role of private investments in cultural heritage are combined to frame the dilemma of the corporate investor, functioning as either a “heritage grabber” or a “heritage enhancer”. Governance, business model, and access dimensions from land-grab literature are combined with the humanistic management perspective into an analytical framework. The humanistic management perspective integrates the investor’s motivations in the framework, stressing the continuous responsibility and agency of the corporate investor in the pursuit of human dignity and well-being.
