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Developing the Heritage Destination: An investigation of the implementation of strategic plans

McCamley, Claire, Gilmore, Audrey and McCartan-Quinn, Danielle (2013) Developing the Heritage Destination: An investigation of the implementation of strategic plans. In: Academy of Marketing Conference 2013, 8th-11th July 2013, University of South Wales, Cardiff. (Submitted)

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This paper attempts to investigate the factors which are influential in the effective implementation of strategic planning in a heritage tourism setting. In particular, the paper looks at the respective roles of the public and private sectors in relation to creating an economically viable, augmented tourist experience from a core heritage resource, and the role of strategic planning in this process. This study is set within the context of a wider research programme which focuses on the strategic marketing planning of tourism at two heritage regions in Northern Ireland, which are made up of both publicly and privately owned resources. A conceptual model is presented, which serves to outline the marketing tasks of
heritage tourism, making a distinction between strategic and operational dimensions and assigning each between public and private sectors. Findings are presented from in-depth interviews carried out with private sector tourism providers operating in the region.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions: School of Business > Staff Research and Publications
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 07 Nov 2017 11:22
Last Modified: 07 Nov 2017 11:22

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