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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Abstract

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., [2002]) 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.

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