The importance of service marketing to increase numbers at Irish industrial heritage attractions

Abstract

The purpose of this study is to discover “The importance of service marketing to increase numbers at industrial heritage Irish attractions”. Firstly, the relevant literature was studied in a bid to clearly understand the topic in question. The researchers’ critiques the marketing techniques adapted by the old Jameson Distillery, the Guinness Storehouse, and the old Bushmills Distillery, the industrial heritage attractions focused on for this study. A clear understanding of the role of a Brand Ambassador was obtained and, through surveys answered by current Jameson Ambassadors and an interview with the marketing manager at the Old Jameson Distillery, the role of a Jameson Ambassador was discovered. The importance of these Jameson Ambassadors for increasing brand awareness and visitor numbers at the Old Jameson Distillery is highlighted. Interviews were conducted with marketing professionals at the Guinness Storehouse and the Old Bushmills Distillery to asses if they use Brand Ambassadors as a means of marketing these attractions. These interviews also outlined the forms of marketing techniques adopted by the Guinness Storehouse and the Old Bushmills Distillery. The data analysis paper outlines all of the primary research obtained by the author. A discussion concludes this paper where the primary research and secondary research are analysed together in order to help the researchers’ answer the objectives of this study. The conclusion of this paper is obtained from the knowledge gained from the literature review and from the author’s own research. The research paper is concluded with recommendations made by the researchers’ for the tourism sector. These recommendations are based on the findings from the primary and secondary research.