The book first explains the dynamics of cultural heritage with its authenticity underpinnings, marketing, and tourism, and proposes a strategic praxis drawn fro

Packed with valuable ideas and case studies to help increase museum visitation and museum store sales, this valuable resource is a must for everyone in the busi

Because few comparative data existed on European cultural tourism, when the European commission designated cultural tourism as a key area of tourism development

The tourism industry continues to evolve as people’s interests have changed. There has been a shift in the type of experiences sought when people travel. One

This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, envi