Strategic Management and Sustainable Value Creation in Prehistoric Rock Art Caves

Prehistoric rock art caves are among the most fragile and symbolically significant forms of cultural heritage, yet they are frequently managed through access-centred frameworks that struggle to reconcile conservation, social relevance and sustainability. This article argues that binary approaches based on opening or closing sites are inadequate for addressing the complexity of these vulnerable contexts. Drawing on debates in heritage management and cultural governance, the paper reframes rock art caves as managed cultural assets whose value is actively produced through strategic decision-making, interpretation and institutional frameworks rather than physical access alone. Focusing on southern Iberia, it examines challenges related to fragility, risk, visibility and management constraints, including the unintended effects of protective measures such as fencing. It proposes a conceptual model structured around selective accessibility, context-based protection, hybrid physical-digital experience, narrative-based interpretation and conservation-first governance, prioritising experience quality, public value and long-term sustainability.