Marketing challenges and opportunities for heritage attractions

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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.
Original languageEnglish
Title of host publicationManaging Visitor Attractions: New Directions
EditorsAlan Fyall, Anna Leask, Brian Garrod
Place of PublicationOxford
ISBN (Print)0-7506-5381-7
Publication statusPublished (in print/issue) - 2003


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