1st Edition

Marketing Cultural and Heritage Tourism
A World of Opportunity

ISBN 9781611328776
Published January 15, 2014 by Routledge
188 Pages

USD $44.95

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Book Description

Innovative tourism industry leader Rosemary Rice McCormick guides the reader through the basics of marketing and tourism know-how for museum store managers and other museum and heritage marketing professionals. Packed with valuable ideas and case studies, you will learn how to build your business in the fast-growing, global tourism market, increase museum visitation and museum store sales, leverage business partnerships and tap into that “drive market” that comprises 85% of US travelers. This valuable resource is a must for all those in the business of connecting people with the cultural wealth of our museums and parks. The book received a 2011 SASI-ONE Gold Award.

Table of Contents

Foreword by Beverly Barsook Introduction & Welcome Chapter 1: Tourism 101: The Cultural & Heritage Business Opportunity Chapter 2: The Cultural & Heritage Traveler Study Chapter 3: Marketing & Monetizing Cultural & Heritage Tourism Chapter 4: Partnership Strategies to Build Tourism Business Chapter 5: Targeting Your Most Productive Visitor Prospects Chapter 6: Merchandising, Special Events and Public Relations Chapter 7: Guest Services: Training Your Team to be Tourism Ambassadors Chapter 8: Driving Cultural Tourism: Drive Market and Group Tours Chapter 9: Riches from Niches: Shopping and Dining/Cultural Marketing Chapter 10: Online, Social Media, and Mobile Marketing to Tourists Chapter 11: Perspectives from Industry Leaders: Innovative Ways to Market Cultural & Heritage Tourism Chapter 12: Developing Your Cultural & Heritage Tourism Marketing Plans with a focus on Innovation and Cultural Entrepreneurship Appendix A: Glossary of Tourism Terms and Resources Appendix B: For More Information

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