Sustainable Marketing of Cultural and Heritage Tourism

by Chhabra; Deepak

• ISBN13: 9780415777049
• ISBN10: 0415777046
• Format: Hardcover
• Copyright: 2010-05-27
• Publisher: Routledge

Summary

Cultural attractions play an important role in tourism at all levels, and attract huge numbers of tourists interested in heritage and the arts. Cultural Heritage Tourism has positive economic and social impacts but can also have negative impacts on communities and regions. This book draws together and links ideas of tourism from sustainable marketing perspectives and embeds it within a heritage management setting. Through a discussion and analysis of existing literature and practices this book aims to propose a marketing strategy framework grounded in sustainable principles that can be used to sustain and preserve the authenticity of cultural heritage for future generations, whilst appealing to the suppliers, the regulators, and the consumers. The book first explains the dynamics of cultural heritage with its authenticity underpinnings, marketing, and tourism, and proposes a strategic praxis drawn from core sustainable principles. This is followed by a pragmatic examination of the proposed framework from the shaper'¬"s (provider'¬"s) perspective. The material presented in this book is not merely an agglomeration of documented secondary research, but the theoretical concepts are grounded in empirical research and interactive discussions with students and the travel and tourism industry. A variety of heritage institutions across the globe are used as starting points to test the applicability of the proposed paradigm: these include museums, historic house museums, heritage hotels/resorts, festivals, and heritage merchandize. This is a timely offering to a growing and vibrant area of research; what is most pertinent is that it is a thorough and fresh take on the topic with primary research included. It will find a place in student materials for a variety of courses and it should be read by practicing academics and researchers.

Author Biography

Deepak Chhabra is Assistant Professor of Community Resources and Development at Arizona State University, USA.

Table of Contents

List of Illustrations	p. viii
Preface	p. x
Acknowledgments	p. xiii
Marketing of Heritage Tourism	p. 1
Heritage Tourism	p. 1
Supply and Demand of Heritage Tourism	p. 5
Marketing	p. 6
Philosophies of Marketing	p. 8
Marketing of Heritage Tourism	p. 11
Trends in Heritage Tourism	p. 14
Summary	p. 17
Questions	p. 18
Setting a Sustainability Stage for Heritage Tourism	p. 19
Blueprint for Sustainable Tourism Development	p. 20
Sustainable Development Issues in Heritage Tourism	p. 23
Authenticity Deliberations	p. 32
Sustainable Development Indicators	p. 35
Sustainable Heritage Tourism Marketing Models	p. 40
Summary	p. 42
Questions	p. 43
Strategic Sustainable Heritage Tourism Marketing Model	p. 44
Marketing Mix	p. 44
Determinants of the Marketing Mix	p. 52
Strategic Sustainable Heritage Tourism Marketing Model	p. 59
Local Community Involvement and Benefits	p. 60
Partnerships and Collaboration	p. 64
Authenticity and Conservation	p. 70
Interpretation	p. 73
Creating Mindful Visitors	p. 76
Strategic Planning	p. 77
Summary	p. 79
Questions	p. 80
Museums	p. 81
The Repatriation Issue	p. 83
Contemporary Museum Culture	p. 84
Heard Museum, Arizona, United States	p. 86
Gandhi Memorial Museum, New Delhi, India	p. 91
Tibet House Museum, New Delhi, India	p. 95
Freud Museum, London, United Kingdom	p. 99
Discussion	p. 102
Summary	p. 105
Questions	p. 105
Historic House Museums	p. 106
Challenges	p. 112
Dickinson Homestead, Massachusetts, USA	p. 115
Maison Tavel, Geneva, Switzerland	p. 117
Carisbrooke Castle, Isle of Wight, UK	p. 121
Dickens Historic House Museum, London, UK	p. 125
Summary	p. 126
Questions	p. 127
Heritage Hotels and Resorts	p. 128
Sheraton Wild Horse Pass Resort, Arizona, USA	p. 129
Culloden House Hotel, Scotland, UK	p. 134
Imperial Hotel, New Delhi, India	p. 136
Hozenji Hotel, Kanazawa City, Japan	p. 139
Summary	p. 141
Questions	p. 142
Heritage Festivals	p. 143
The Commodification Debate	p. 150
Grandfather Mountain Highland Games, North Carolina, USA	p. 152
Kumbh Mela, Allahabad, India	p. 154
Day of the Dead Festival, Huaquechula, Mexico	p. 158
Summary and Conclusions	p. 159
Questions	p. 160
Heritage Tourism Merchandise	p. 161
Heritage Shopping	p. 162
Vendors and Producers	p. 167
Authenticity of Heritage Merchandise	p. 169
Management Tools	p. 173
Kashmir Shawls, Jammu and Kashmir, India	p. 174
Scottish Tartans, Franklin, USA	p. 178
Canadian Totems	p. 181
Summary and Conclusions	p. 182
Questions	p. 184
Future of Sustainable Marketing: Contemplation and Challenges	p. 185
Sustainable Marketing of Heritage Tourism	p. 185
Politics of Heritage	p. 187
Stakeholder Collaborations	p. 187
The Emerging New Middle Class	p. 188
Authenticity as the Emerging Marketing Brand	p. 188
Economic Viability of Heritage Tourism	p. 191
Leveraging Technology	p. 191
Ethics of Marketing	p. 193
Alternative Forms of Sustainable Marketing	p. 195
Opportunities and Pitfalls in Promoting Sustainability	p. 197
Contemporary Marketing	p. 200
Bibliography	p. 203
Index	p. 227
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