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Sustainable Marketing of Cultural and Heritage Tourism (Paperback)
Loot Price: R1,648
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Sustainable Marketing of Cultural and Heritage Tourism (Paperback)
Series: Routledge Critical Studies in Tourism, Business and Management
Expected to ship within 12 - 17 working days
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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.
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