Cultural Heritage Marketing

Author : Deepak Chhabra
Publisher : Routledge
Page : 253 pages
File Size : 47,5 Mb
Release : 2010-04-19
Category : Business & Economics
ISBN : 9781136997402

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Sustainable Marketing of Cultural and Heritage Tourism by Deepak Chhabra Pdf

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 : Izabella Parowicz
Publisher : Springer
Page : 158 pages
File Size : 43,9 Mb
Release : 2018-10-25
Category : Business & Economics
ISBN : 9783030002879

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Cultural Heritage Marketing by Izabella Parowicz Pdf

Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.

Author : Shashi Misiura
Publisher : Routledge
Page : 298 pages
File Size : 47,6 Mb
Release : 2006
Category : Antiques & Collectibles
ISBN : 9780750663182

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Heritage Marketing by Shashi Misiura Pdf

This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, environmental factors, markets segmentation and target marketing in the heritage industry, and company heritage marketing.

Author : Shashi Misiura
Publisher : Routledge
Page : 297 pages
File Size : 50,9 Mb
Release : 2006-08-11
Category : Antiques & Collectibles
ISBN : 9781136399275

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Heritage Marketing by Shashi Misiura Pdf

Heritage Marketing is a new and clearly written textbook that systematically addresses the principles of marketing as applied to the heritage sector. The 'heritage industry' and its growing importance internationally is defined, as is how it links with the study of modern tourism The book then goes on to look in detail at the marketing issues that arise from the particular management, educational and cultural aspects of heritage. The book is: * A clear introduction for students and professionals * Packed with examples and cases from around the world * The most up to date and comprehensive text of its kind As heritage tourism continues to grow, so the management and marketing of heritage resources will grow more important to governments, councils and managers. This book is the ideal way for all those new to the area to understand the fundamental principles and best practice in the sector.

Author : Izabella Parowicz
Publisher : Unknown
Page : 169 pages
File Size : 46,7 Mb
Release : 2019
Category : Call centers
ISBN : OCLC:1125727142

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Cultural Heritage Marketing by Izabella Parowicz Pdf

Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.

Author : Deepak Chhabra
Publisher : Routledge
Page : 404 pages
File Size : 55,7 Mb
Release : 2010-04-19
Category : Business & Economics
ISBN : 9781136997396

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Sustainable Marketing of Cultural and Heritage Tourism by Deepak Chhabra Pdf

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 : Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano
Publisher : Routledge
Page : 181 pages
File Size : 53,8 Mb
Release : 2021-05-30
Category : Business & Economics
ISBN : 9781000390704

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Corporate Heritage Marketing by Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano Pdf

Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such as: how is it possible to engage all the company's stakeholders by exploiting corporate heritage? It also aims to discuss the basic principles for achieving a successful marriage between marketing and heritage. By highlighting the results of a research focused on 20 Italian companies, the book proposes a model for the development and implementation of a heritage marketing strategy. The nature of this book, being both theoretical and empirical, can contribute to increasing the curiosity and interest towards heritage marketing of both academics and practitioners.

Author : Rosemary Rice McCormick
Publisher : Routledge
Page : 249 pages
File Size : 54,5 Mb
Release : 2016-12-05
Category : Social Science
ISBN : 9781315424835

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Marketing Cultural and Heritage Tourism by Rosemary Rice McCormick Pdf

Innovative tourism industry leader Rosemary Rice McCormick guides the reader through the basics of marketing and tourism know-how for museum store managers and other museum and heritage marketing professionals. Packed with valuable ideas and case studies, you will learn how to build your business in the fast-growing, global tourism market, increase museum visitation and museum store sales, leverage business partnerships and tap into that “drive market” that comprises 85% of US travelers. This valuable resource is a must for all those in the business of connecting people with the cultural wealth of our museums and parks. The book received a 2011 SASI-ONE Gold Award.

Author : Yorke M. Rowan,Uzi Baram
Publisher : Rowman Altamira
Page : 334 pages
File Size : 55,7 Mb
Release : 2004
Category : Business & Economics
ISBN : 0759103429

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Marketing Heritage by Yorke M. Rowan,Uzi Baram Pdf

Increasingly, archaeological sites worldwide are being commodified for a growing tourism trade. At best, expansion of programs can aid in the protection and historic preservation of sites and strengthen community identities. However, unchecked commercial development may undermine the economic and cultural integrity of these same sites, replacing local interests with corporate ones. In this volume, original case studies from well-known sites in Cambodia, Israel, England, Mexico, and the United States addresses the complex interaction between archaeology and nationalistic, political, and commercial policies.

Author : Rosemary Rice McCormick
Publisher : Unknown
Page : 178 pages
File Size : 44,8 Mb
Release : 2011
Category : Cultural property
ISBN : 0615561292

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Marketing Cultural & Heritage Tourism by Rosemary Rice McCormick Pdf

Author : Tiziana Russo Spena,Francesco Bifulco
Publisher : Springer Nature
Page : 226 pages
File Size : 44,7 Mb
Release : 2021-03-25
Category : Business & Economics
ISBN : 9783030633769

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Digital Transformation in the Cultural Heritage Sector by Tiziana Russo Spena,Francesco Bifulco Pdf

This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation.

Author : Ylva French,Sue Runyard
Publisher : Routledge
Page : 377 pages
File Size : 54,5 Mb
Release : 2011
Category : Art
ISBN : 9780415610469

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Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions by Ylva French,Sue Runyard Pdf

Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.

Author : Acqwon Fuller
Publisher : Scientific e-Resources
Page : 332 pages
File Size : 41,9 Mb
Release : 2018-06-11
Category : Electronic
ISBN : 9781839474361

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Cultural and Heritage Tourism by Acqwon Fuller Pdf

Today, tourism has become one of the largest and fastest growing industries accounting for nearly 700 million people travelling all over the world and spending more than 7.4 trillion US dollars. Besides promoting people-to-people contacts, ethnic and cultural understanding, mutual appreciation and co-operation and thereby promoting peace, tourism provides unlimited opportunities for employment generation, social and economic upliftment of the people and contributing to the economies of the nations. Cultural heritage tourism has a number of objectives that must be met within the context of sustainable development such as; the conservation of cultural resources, accurate interpretation of resources, authentic visitors experience, and the stimulation of the earned revenues of cultural resources. Tourism is an important issue at world heritage sites. Most managers at natural sites regard it as a key issue. Important features of world heritage tourism are local protection, conservation and restoration. Such a tourism also requires special training management skills. Different visitor management strategies, interpretation and site promotional activities have to be organised. Culture and heritage have also become major forces in economic and urban revitalisation. As cultural tourism becomes an increasingly important factor for tourist destinations involved in developing their cultural capital in order to attract more international visitors, there is value in assessing how cultural and heritage tourists can be better understood and serviced through marketing, planning and programming with local and regional communities. This book also provides readers with global charters developed for promoting cultural tourism and for preserving heritage sites. Focus lies on ICOSM and WHC. World Heritage Sites, identified and conserved around the world, have been listed and the initiatives to preserve cultural sites and conserve heritage sites.

Author : Anonim
Publisher : Unknown
Page : 238 pages
File Size : 51,7 Mb
Release : 2010
Category : Cultural property
ISBN : OCLC:922015893

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Sustainable Marketing of Cultural and Heritage Tourism by Anonim Pdf

Author : Aiello, Lucia
Publisher : IGI Global
Page : 518 pages
File Size : 42,8 Mb
Release : 2014-01-31
Category : Business & Economics
ISBN : 9781466650084

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Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives by Aiello, Lucia Pdf

An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-relationship marketing; this examination is important in recognizing a common perspective. The Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives examines the potential value of cultural products and how the support of new technologies can enable non-conventional and social-media marketing relationships. This book aims to highlight an emerging subject area in the field of financial management, management of value creation, and marketing that will be essential for scientists, researchers, and practitioners.