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Marketing challenges and opportunities for heritage attractions

Boyd, Stephen (2003) Marketing challenges and opportunities for heritage attractions. In: Managing Visitor Attractions: New Directions. (Eds: Fyall, Alan, Leask, Anna and Garrod, Brian), Butterworth-Heinemann, Oxford, pp. 189-202. ISBN 0-7506-5381-7 [Book section]

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This was a requested chapter by the editors. The chapter addresses heritage visitor attractions; their characteristics and offers the reader a typology of heritage attractions based on scale. A number of issues are addressed in the chapter including the tools managers have to market heritage attractions, the challenge of ensuring sustainability, the role of partnership in mangement of heritage visitor attractions. A number of case studies are set out on product development clubs as a way to market and management heritage attractions across a region of the Province of Ontario in Canada. The case of the Banff, Canada heritage accreditation programme is discussed as a way in which local people through completing an accreditation programme can be ambassadors and be the story tellers the visitors get to hear.

Item Type:Book section
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29621
Deposited By: Professor Stephen Boyd
Deposited On:30 Jun 2014 12:45
Last Modified:30 Jun 2014 12:45

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