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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