Marketing Challenges and Opportunities for Heritage Tourism

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.