Smart sustainable marketing of the world heritage sites: Teaching new tricks to revive old brands

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

This chapter revisits the author's earlier findings that scrutinized online marketing strategies employed by the world heritage sites (WHS) based on a predetermined set of sustainability indicators. Recent data shows that, for the most part, the WHS continue to lack behind in sustainable initiatives to promote their sites in a responsible manner. Only slight improvement is noted in terms of efforts to seek host community views on how the local heritage should be showcased and the manner on which culturally appropriate representations can be promoted. In the light of unexpected decreased visitation levels at most of the WHS, as reported by literature, a retro brand marketing strategy is suggested which strives to marry the rich historical past of the sites with the present need. A smart sustainable marketing agenda is proposed to improve brand equity and facilitate coordination between different stakeholders of the heritage sites and to attract increased visitations.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Sustainable Development and Economics
PublisherIGI Global
Pages291-310
Number of pages20
ISBN (Print)9781466684348, 146668433X, 9781466684331
DOIs
StatePublished - Apr 30 2015

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ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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