This paper investigates the managerial perspectives of dark heritage sites and considers how visitors can benefit from and ideally be transformed by the overall experience. Initially the paper ...provides a review of dark tourism literature and considers the relevance of the servicescape concept for this context. An in-depth case-based method was used to investigate site managers' perspectives and key issues related to visitor's experience and engagement. Heritage sites no longer want to be seen as dark places and are striving to become sites of sensitive heritage where the focus is on visitor and social engagement. The contribution of this study to services theory is in its illumination of the integrative role of socially symbolic dimensions for heritage sites. The role of the servicescape is central to the co-creation of individual, personal socially symbolic experiences and to the longer-term societal mission of social change and global citizenships.
This paper is an exercise in critical breaking. We take the promotional material for a newly 'rejuvenated' area in Ankara, Turkey, and tear out images and text. This is not to re-assemble a critical ...story of the urban development project; instead, we seek to mirror the process of its marketing. We explore the dynamic shifting and splintered nationhood constructed and marketed in this tourist site. This project is distinct in embracing its fragmented-ness into what/if space, embodying divergent historical trajectories. It implicates a speculative aspect, which is consequential for the political imagination reflected within the site. We use zine, as a mode of presentation, which with its DIY ethos mounts a polyvocal critique of stagecraft and a feminist-inspired challenge to heritage storytelling.
Information- and Communication Technologies (ICTs) play an increasingly important role in cultural and heritage tourism. Therefore, it is crucial for cultural institutions, and heritage sites as part ...of it, not only to understand what kind of ICTs their visitors actually use and why but also what kind of ICTs are used in what phase of the customer journey. However, there is still a lot of information missing on the demand side. This study attempts to close this research gap with a visitor survey at the Zollverein UNESCO World Heritage Site. Our results show that, currently, heritage visitors are using ICTs primarily to obtain information, to better plan their visit and to better understand the cultural offerings. At all stages, the website is by far the most frequently used ICT. By contrast, new technologies, such as augmented reality, are still barely used and to some extent even unknown. Our results permit important insights for a considerate use of scarce resources, especially in heritage tourism practice, particularly with regard to what kind of ICTs should be given priority. They confirm that different visitors segments have different preferences and they also show that it is highly necessary to communicate the availability of ICTs.
Heritage Marketing in Tourism Sedmak, Gorazd
Studia universitatis hereditati,
06/2017, Letnik:
5, Številka:
1
Journal Article
Recenzirano
Odprti dostop
This paper addresses the concept of marketing in heritage. The basic idea of heritage marketing is to achieve a “fair” exchange between the supply and demand, which meets the needs/wishes of ...visitors/tourists and the interests of managers/providers of heritage, while at the same time preserving the physical and symbolic value of the heritage.
During the past months of lockdown and social distancing, necessary to counter the spread of the COVID-19 pandemic, the fashion world opened the doors of its digital databases, sharing the cultural ...heritage with the web community. A praiseworthy initiative capable of stimulating a reflection on the dimension of accessibility to fashion archives, as well as on the uses that can be made of their materials. This phenomenon is in fact observable from multiple perspectives: if on the one hand, it may provide useful insight into the progress of digitalization, on the other it underlines the limited use of Extended Reality in corporate archives and museums of Fashion System, that has adopted this technology primarily in both B2B and B2C retail. Starting from the analysis of the state of the art, the paper aims to trace potential paths for future research on this field, in order to support the fruition and valorization of the fashion heritage through augmented and virtual reality technologies.
Objective: The article presents the conditions, factors, and stages of development of the market orientation of cultural heritage objects. The author introduced a terminological distinction – the ...cultural potential of the object and its market potential. The market potential is understood as the ability to generate revenues from commercial activities (products and services). Research Design & Methods: The conceptual nature of the article determined the scope of methods used in diagnosing, analyzing, and synthesizing the phenomena and processes discussed. These were primarily critical literature studies, which usually limited considerations of the market role of cultural heritage objects to the cases of museum institutions and their tourist functions. Findings: Developing and organizing knowledge about the market concept of the functioning of cultural heritage objects, as well as indicating the main directions in the strategic marketing management of these objects. Besides, the paper points out the relationship between the cultural potential and market potential of historic buildings and outlines its significance. Contribution & Value Added: The presented concept of market orientation of cultural heritage objects breaks with the narrow understanding of the market of these objects and its only marginal role in generating development factors. The sustainable development of historic buildings should be focused on a balance between its functional goals (protection and conservation), socio-civilization goals, and economic ones.
Scholars have developed a vast literature that helps firms internationalise products and brands. Yet, there is comparatively limited work that examines the internationalisation strategies of cultural ...products. Through a case study of 31 visual kei rock bands, this study sheds light onto the patterns, objectives, and timing of internationalised cultural products. The results suggest that visual kei musicians adopt one of two internationalisation strategies: "standard internationalisation" or the "Ouroboros strategy." Standard internationalisation is a linear strategy, where the objective is market growth through the acquisition of consumers in international markets, and where internationalisation can occur as early as the introduction stage of a product's life. The Ouroboros strategy is a nuanced strategy where the pattern of internationalisation is circular, the objectives include market expansion and cultural goals, the target markets are both foreign and domestic consumers, and where internationalisation occurs in the growth and mature stages of bands' life cycles.
This paper is set in the context of a yearlong cultural programme and the relations initiated and developed (or not) between the organisers and their sponsors. Empirically we are set in 2014, and ...Limerick's year as Irish National City of Culture. Theoretically, we consider the particular dynamics arising from the (sets of) sponsorship relationship dyads, where each party frames the interaction in different ways. Taking a case study approach the paper examines multiple sponsorships operating during the CoC year. The findings point to multiple time frames, offerings, and narratives operating between managers on both side of the dyad. As such the 'relationship(s)' under study are each considered multiple, that is, they are practiced and performed differently by the different actors involved. The paper contributes to the theory and practice of sponsorship by identifying how managers, on both sides of the dyad coordinate the mismatches that this context can trigger.
Aesthetic properties of natural heritage objects are determined by their physical properties. Online promotion of these objects to potential tourists requires adequate representation of these ...properties on web pages. The Shum waterfall is a small, but notable and tourism-important geosite of southwestern Russia. Its real aesthetic properties were examined in the field, and 20 web pages devoted to local tourism were examined to judge its promoted aesthetic properties. Eleven criteria of the common tourists’ judgments of beauty were used for this purpose. A significant discrepancy between the real and promoted properties is found. Particularly, the web pages exaggerate the scale of the waterfall and do not mention crowds of tourists. This may cause disappointment of the latter. The findings of the present study allow for making several practical recommendations for more efficient promotion of the Shum waterfall, as well as providing general advice to the geotourism industry.
This article connects consumers’ corporate image heritage to a company’s corporate brand heritage and sheds further light on the role of consumer understanding in corporate brand heritage. As a ...theoretical contribution, we propose consumers’ corporate image heritage as an additional dimension in Urde
et al
’s corporate heritage model. The qualitative data is two-folded: corporate brand heritage pertain to the company Piaggio and its Vespa brand’s communications, and consumers’ corporate image heritage to in-depth interviews and observation data from Vespa brand community members. The research reveals that community members’ corporate image heritage differs from the company’s view of its corporate heritage brand and important dimensions therein. Considering the key role of consumers’ corporate image heritage in their corporate image construction processes, corporate brand heritage management should hence involve systematic efforts to identify key dimensions of consumers’ corporate image heritage. As instrumental insights, we introduce a tool for analysing the intersection of an organisation’s corporate heritage and consumers’ image heritage to optimise the balance between these elements. The proposed analytical tool may be used as part of a company’s corporate heritage marketing and corporate heritage communication approach.
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