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 |
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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: | 16 Feb 2022 08:05 |
URI: | http://usir.salford.ac.uk/id/eprint/1372 |
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