Routledge – 2006 – 296 pages
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.
Chapter One Introduction to the concept of Heritage, definitions and a discussion of the 'heritage industry', both UK and internationally. A quick definition of heritage is 'that which is inherited from the past', followed by a brief explanation on how it is discovered, presented and interpreted by institutions and organisations.
Chapter Two (this may have to be two chapters) The Heritage experience, UK and international, quantitative and qualitative, the latter will include a discussion of the psychology of the heritage consumer and the (growing) relevance of heritage to consumers. I will include a brief explanation of how the main funding and preservation bodies operate, again both UK and internationally, e.g. English heritage, National Trust, UNESCO etc.
Chapter Three Natural and Cultural Heritage, preserving cultures and traditions including festivals and concerts etc., global events such as the Olympic Games and the World Cup etc.
Chapter Four Heritage Marketing and Tourism (again, may have to be broken down into two chapters), explanations and several case studies drawn from around the world, looking specifically at the 'content' of heritage tourism in several different countries such as Australia, the UK and the USA
Chapter Five Heritage Marketing, including segmentation of the market, targeting, positioning in the marketplace, raising awareness, merchandising, branding, adding-value and examples of the marketing mix in practice via case studies.
Chapter Six Heritage Marketing Management including quality and service issues and discussions of sustainability, access and authenticity vs. preservation and adherence to conventions and guidelines for owners or managers.
Chapter seven Heritage Marketing and Education, growth and development of this area, including a short discussion on current social policy.
Chapter Eight Conclusions, Cases and the future.