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Marketing Challenges and Opportunities for Heritage Tourism

Boyd, Stephen (2008) Marketing Challenges and Opportunities for Heritage Tourism. In: Managing Visitor Attractions: New Directions, 2nd edition. (Eds: Fyall, A, Garrod, B, Leask, A and Wanhill, S), Butterworth-Heinemann, Oxford, pp. 283-294. ISBN 978-0-7506-8545-0 [Book section]

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Abstract

This was a requested chapter by the editors. This was an updated chapter from the one written for the 1st edition of the book back in 2003. The focus of this chapter is to present the opportunities that exist for heritage-related visitor attractions. Part of the chapter focuses on the opportunities for new attractions, such as linear spaces like heritage trails and routes, the heritage of indigenous peoples, the heritage of local 'common' people, dark heritage attractions. The chapter challenges the conventional view of marketing to extend beyond the tradition 7 Ps when it comes to services marketing, and that management of heritage visitor attractions much address the difficult issue of sustainability. The chapter concludes with a very detailed case study of marketing a heritage visitor attraction many years before it is due to open; in this case the example used was Titanic Belfast, the visitor attraction built and opened ust prior to the 100th centenary of the liner's tragic maiden voyage.

Item Type:Book section
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29611
Deposited By: Professor Stephen Boyd
Deposited On:30 Jun 2014 13:01
Last Modified:30 Jun 2014 13:01

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