Essay on heritage tourism

Literature Review With an increasing number of countries and regions seeking to capitalize on their heritage as a way of attracting growth in tourism and the economic benefit that this brings, it is important for the operators of historical sites and festivals to have a complete understanding of the consumer, the product they are offering and the ways that product should be marketed. The consumer in this instance is not an average holidaymaker. There is a specific historical purpose to both the design and purpose of their holiday.

Today an increasing number of tourists are moving away from the concept of pre-packaged sun and leisure breaks. It is estimated that around twenty percent or tourists now put the arts, culture and history among their top five reasons from traveling. With more competition comes the need for effective marketing.

The marketing of Cultural Heritage sites is a subject that has to be dealt with in a sensitive manner, as many writers have acknowledged. Rowan Yorke and Uzi Baram have compiled a number of studies relating to popular cultural sites worldwide, which deal with the interrelationship that exists between the commercial and political aspect of historical sites, including balancing the importance of archaeology against profit.

However, careful marketing can, if properly constructed and programmed, successfully promote the site. It is vitally important when designing a marketing program to advance the qualities and attractions of the site in a way that will bring it to the forefront of the travelers mind, making it more relevant and notable to them than sites of a similar nature.

To achieve this, one must use the particular qualities of its historical value to target the appropriate market.

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This is particularly relevant in terms of the festival subject being studied within this paper. Most researchers feel that Festivals take on a special significance. With such intensity of competition, the importance of marketing festivals nationally and internationally becomes paramount. Nigel Morgan et al suggest that destination branding gives marketers the ability to address one of the most important aspect of the special event, namely how appropriate is the destination itself.

As we have seen festivals that are correctly portrayed which means dealing with the political, cultural and social side successfully can bring economic benefits.

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To successfully market a musical festival one has to first evaluate what genre the music fits into together with its historical and geographical position, then look to the target audience, in order to give an organized structure to the marketing program. Johnny Allen As a result of this review it can be seen that we need to look at the type of cultural tourist, their musical tastes together with the historical and religious background, musically and destination based, of the festival itself.

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