Heritage Tourism - A Marketing Focused Approach
Heritage Tourism - A Marketing Focused Approach

Summary/Abstract: Heritage, like culture, is increasingly being drawn into a globalized tourism industry that uses local, regional and national markers of uniqueness and identity. Tourism is the sector in which the concept of heritage has been leveraged to maximum benefit for the providers and, one might argue, for customers, although it is catching on fast in the marketing and branding of all manner of goods and services. The aim of this paper is to investigate the specific features of the marketing-mix for this particular form of tourism. A discussion concerning the role of tourism in conserving heritage sites is presented. Indeed, historical artefacts and their associations have always been one of the tourism industry’s most marketable commodities. It can be argued that the early twentieth-century’s “grand tour” around historical sites in search of educational or cultural knowledge was, along with the tradition of the religious pilgrimage, one of the oldest motives for travel, but nowadays they become innovative products

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