'Step back in time and live the legend': experiential marketing and the heritage sector
Leighton, D 2006, ''Step back in time and live the legend': experiential marketing and the heritage sector' , International Journal of Nonprofit and Voluntary Sector Marketing, 12 (2) , pp. 117-125.
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This paper investigates experiential marketing as a potential survival strategy for cultural heritage attractions competing in the leisure and tourism marketplace. The paper explores the nature and scope of the heritage industry, heritage as a consumption-based experience and the evidence of adoption of the experiential paradigm by a number of sites and attractions. A content analysis (Krippendorf, 1980 cited in Easterby-Smith et al., ) of promotional leaflets and websites and a case study provide the analytical basis for this evaluation and the paper concludes by proposing an indicative framework for experiential marketing in this sector.
|Additional Information:||Special issue: 'Arts marketing'|
|Themes:||Subjects / Themes > H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products|
Subjects / Themes > G Geography. Anthropology. Recreation > GV Recreation Leisure
Subjects outside of the University Themes
|Journal or Publication Title:||International Journal of Nonprofit and Voluntary Sector Marketing|
|Publisher:||John Wiley & Sons Ltd.|
|Depositing User:||H Kenna|
|Date Deposited:||27 Jan 2009 16:29|
|Last Modified:||13 Dec 2012 21:26|
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