Marketing Challenges and Opportunities for Heritage Tourism

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Citations (Scopus)

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.
LanguageEnglish
Title of host publicationManaging Visitor Attractions: New Directions, 2nd edition
EditorsA Fyall, B Garrod, A Leask, S Wanhill
Place of PublicationOxford
Pages283-294
Publication statusPublished - 2008

Fingerprint

Marketing
Heritage
Heritage tourism
Attraction
Sustainability
Services marketing
Indigenous peoples

Cite this

Boyd, S. (2008). Marketing Challenges and Opportunities for Heritage Tourism. In A. Fyall, B. Garrod, A. Leask, & S. Wanhill (Eds.), Managing Visitor Attractions: New Directions, 2nd edition (pp. 283-294). Oxford.
Boyd, Stephen. / Marketing Challenges and Opportunities for Heritage Tourism. Managing Visitor Attractions: New Directions, 2nd edition. editor / A Fyall ; B Garrod ; A Leask ; S Wanhill. Oxford, 2008. pp. 283-294
@inbook{6503394cccc2485ebc9b4466265ddd51,
title = "Marketing Challenges and Opportunities for Heritage Tourism",
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.",
author = "Stephen Boyd",
year = "2008",
language = "English",
isbn = "978-0-7506-8545-0",
pages = "283--294",
editor = "A Fyall and B Garrod and A Leask and S Wanhill",
booktitle = "Managing Visitor Attractions: New Directions, 2nd edition",

}

Boyd, S 2008, Marketing Challenges and Opportunities for Heritage Tourism. in A Fyall, B Garrod, A Leask & S Wanhill (eds), Managing Visitor Attractions: New Directions, 2nd edition. Oxford, pp. 283-294.

Marketing Challenges and Opportunities for Heritage Tourism. / Boyd, Stephen.

Managing Visitor Attractions: New Directions, 2nd edition. ed. / A Fyall; B Garrod; A Leask; S Wanhill. Oxford, 2008. p. 283-294.

Research output: Chapter in Book/Report/Conference proceedingChapter

TY - CHAP

T1 - Marketing Challenges and Opportunities for Heritage Tourism

AU - Boyd, Stephen

PY - 2008

Y1 - 2008

N2 - 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.

AB - 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.

M3 - Chapter

SN - 978-0-7506-8545-0

SP - 283

EP - 294

BT - Managing Visitor Attractions: New Directions, 2nd edition

A2 - Fyall, A

A2 - Garrod, B

A2 - Leask, A

A2 - Wanhill, S

CY - Oxford

ER -

Boyd S. Marketing Challenges and Opportunities for Heritage Tourism. In Fyall A, Garrod B, Leask A, Wanhill S, editors, Managing Visitor Attractions: New Directions, 2nd edition. Oxford. 2008. p. 283-294