Sustainable Marketing of Cultural and Heritage Tourism

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2010-05-27
  • Publisher: Routledge

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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 Illustrationsp. viii
Prefacep. x
Acknowledgmentsp. xiii
Marketing of Heritage Tourismp. 1
Heritage Tourismp. 1
Supply and Demand of Heritage Tourismp. 5
Marketingp. 6
Philosophies of Marketingp. 8
Marketing of Heritage Tourismp. 11
Trends in Heritage Tourismp. 14
Summaryp. 17
Questionsp. 18
Setting a Sustainability Stage for Heritage Tourismp. 19
Blueprint for Sustainable Tourism Developmentp. 20
Sustainable Development Issues in Heritage Tourismp. 23
Authenticity Deliberationsp. 32
Sustainable Development Indicatorsp. 35
Sustainable Heritage Tourism Marketing Modelsp. 40
Summaryp. 42
Questionsp. 43
Strategic Sustainable Heritage Tourism Marketing Modelp. 44
Marketing Mixp. 44
Determinants of the Marketing Mixp. 52
Strategic Sustainable Heritage Tourism Marketing Modelp. 59
Local Community Involvement and Benefitsp. 60
Partnerships and Collaborationp. 64
Authenticity and Conservationp. 70
Interpretationp. 73
Creating Mindful Visitorsp. 76
Strategic Planningp. 77
Summaryp. 79
Questionsp. 80
Museumsp. 81
The Repatriation Issuep. 83
Contemporary Museum Culturep. 84
Heard Museum, Arizona, United Statesp. 86
Gandhi Memorial Museum, New Delhi, Indiap. 91
Tibet House Museum, New Delhi, Indiap. 95
Freud Museum, London, United Kingdomp. 99
Discussionp. 102
Summaryp. 105
Questionsp. 105
Historic House Museumsp. 106
Challengesp. 112
Dickinson Homestead, Massachusetts, USAp. 115
Maison Tavel, Geneva, Switzerlandp. 117
Carisbrooke Castle, Isle of Wight, UKp. 121
Dickens Historic House Museum, London, UKp. 125
Summaryp. 126
Questionsp. 127
Heritage Hotels and Resortsp. 128
Sheraton Wild Horse Pass Resort, Arizona, USAp. 129
Culloden House Hotel, Scotland, UKp. 134
Imperial Hotel, New Delhi, Indiap. 136
Hozenji Hotel, Kanazawa City, Japanp. 139
Summaryp. 141
Questionsp. 142
Heritage Festivalsp. 143
The Commodification Debatep. 150
Grandfather Mountain Highland Games, North Carolina, USAp. 152
Kumbh Mela, Allahabad, Indiap. 154
Day of the Dead Festival, Huaquechula, Mexicop. 158
Summary and Conclusionsp. 159
Questionsp. 160
Heritage Tourism Merchandisep. 161
Heritage Shoppingp. 162
Vendors and Producersp. 167
Authenticity of Heritage Merchandisep. 169
Management Toolsp. 173
Kashmir Shawls, Jammu and Kashmir, Indiap. 174
Scottish Tartans, Franklin, USAp. 178
Canadian Totemsp. 181
Summary and Conclusionsp. 182
Questionsp. 184
Future of Sustainable Marketing: Contemplation and Challengesp. 185
Sustainable Marketing of Heritage Tourismp. 185
Politics of Heritagep. 187
Stakeholder Collaborationsp. 187
The Emerging New Middle Classp. 188
Authenticity as the Emerging Marketing Brandp. 188
Economic Viability of Heritage Tourismp. 191
Leveraging Technologyp. 191
Ethics of Marketingp. 193
Alternative Forms of Sustainable Marketingp. 195
Opportunities and Pitfalls in Promoting Sustainabilityp. 197
Contemporary Marketingp. 200
Bibliographyp. 203
Indexp. 227
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