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'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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    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.

    Item Type: Article
    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.
    Refereed: Yes
    ISSN: 14654520
    Depositing User: H Kenna
    Date Deposited: 27 Jan 2009 16:29
    Last Modified: 20 Aug 2013 16:54
    URI: http://usir.salford.ac.uk/id/eprint/1372

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