| dc.description.abstract | The importance of cultural resources for Ireland’s tourism industry is widely
acknowledged. This study examines the reciprocal contribution of tourism for
the sustainability of these cultural resources and the subsequent role of
marketing. This research makes a worthwhile contribution to the development
of thinking and practice around the marketing of cultural resources.
The importance of cultural resources for Ireland’s tourism industry is widely
acknowledged. This study examines the reciprocal contribution of tourism for
the sustainability of these cultural resources and the subsequent role of
marketing. This research makes a worthwhile contribution to the development
of thinking and practice around the marketing of cultural resources.
Marketing’s role in enabling sites to satisfy visitors’ expectations and manage
their impacts without compromising authenticity is discussed. If implemented
correctly, exposure and education can facilitate the appreciation of heritage
resulting in tourism having a positive, rather than negative, impact on heritage
sites.
The findings suggest that market research and marketing communication are
vital in achieving a balance between targeting cultural tourists and tourists
with no specific interest in heritage. However, they do not appear to be used to
their full potential in Irish heritage attractions. An additional element of the
marketing mix is identified, demarketing, a term first coined by Kotler in
1971. Demarketing may be consciously or unconsciously utilised in the efforts
to control visitor volumes and impacts
A combined commitment to visitor research by the individual heritage sites
could provide information to the representative organisations to facilitate
target marketing aimed at sites capable of accommodating high visitor
volumes. However, a change of mindset is required among heritage
practitioners regarding the uses of marketing in general, which is achievable
through education, study of models of best practice, assistance and feedback. | en |
