World Heritage as a placebo brand: a comparative analysis of three sites and marketing implications

Adie, Bailey Ashton; Hall, C. Michael; Prayag, Girish

doi:10.1080/09669582.2017.1359277

Cited by 66 publications

(37 citation statements)

References 58 publications

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“…In addition, with this model, museums have the capacity to attract potential visitors, taking into account the different factors analyzed. It is possible to confirm the affirmation of the existence of levels of consciousness in groups of visitors to cultural heritage (Adie et al, 2018), in this case in museums.…”

Section: Implications For the Management Of The Museummentioning

confidence: 71%

Formation of clusters in cultural heritage – strategies for optimizing resources in museums

Mendoza

Talavera

González

2021

JCHMSD

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PurposeThe purpose of this study is to affirm that it is possible to segment visitors of cultural heritage into homogeneous groups according to a series of characteristics to detect the variables that have statistical significance to identify visitor clusters.Design/methodology/approachFour case studies were selected, where a total of 500 questionnaires were made to visitors. The authors proceeded with cluster analysis using SPSS software to differentiate visitor segments. Four groups of visitors were first identified and which have subsequently been reduced to three, according to several factors.FindingsThe main contributions of this paper are: (1) the segment to which each one of the determinants of the cultural tourism product is dedicated; (2) the variable object of the analysis, i.e. the formation of visitor segments; and (3) the inclusion of less studied variables such as type of accommodation contracted, treatment offered in the museums or entrance price.Research limitations/implicationsThe analysis has been developed in different museums, with different management models, in a specific place. However, the results are generalizable to other places and to other institutions that manage cultural heritage. The implications are management strategies for a sustainable cultural development in institutions of tourism and heritage.Practical implicationsFrom a practical point of view, the results are useful for cultural managers, travel agencies, tour operators, tourism companies or political offices, among others, because they generate new ideas and strategies focused on maximizing the use of the resources of cultural institutions.Social implicationsFor both local and non-local agents, the knowledge of the factors that make up the groups of visitors in the heritage sites represents a strategy in aspects of marketing, promotion and distribution, thus generating capacities for the different intermediaries, and the possibility of negotiating lower prices with better benefits. It is also possible to create new products destined for other publics.Originality/valueThe study is original because this has not been published.

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Section: Implications For the Management Of The Museummentioning

confidence: 71%

Formation of clusters in cultural heritage – strategies for optimizing resources in museums

Mendoza

Talavera

González

2021

JCHMSD

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“…As regards gender variable, there is a dispute; since, while some research concludes that women have greater preference for heritage tourism [3,18,20,23], other empirical studies conclude otherwise [14,19,39,43]. However, these researches indicate that there are no significant gender differences.…”

Section: Sociodemographic Profile Of Touristsmentioning

confidence: 99%

Perception, Motivation and Satisfaction of Tourist Women on Their Visit to the City of Cordoba (Spain)

Escobar¹,

López²,

Pérez-Priego³

et al. 2020

Preprint

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The cultural and historical heritage of a city is a major resource to attract tourists. Therefore, reaching out to perceive and identify the characteristics of persons visiting a locality attracted by their property is relevant for the purpose of better meeting their expectations and needs. This research focuses on knowing the perceptions, motivations and satisfaction of women visiting Cordoba (Spain). Thus, on the basis of the questionnaire carried out on women visiting Cordoba during the months of June and November 2019, a statistical analysis has been made. Using various multivalent case-grouping techniques, tourist segments with similar perceptions of cultural heritage have been detected. Moreover, non-parametric statistical techniques have showed up significant differences between the valuations obtained in the various segments. This analysis has exposed a segment of women who, known as absorbent tourists, are characterized by the high cultural motivation to visit the city of Cordoba linked to the heritage they have visited. The conclusions obtained should be useful in adjusting the city's tourist supply to the specific demand of a population sector such as women visiting the city.

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“…However, taking gender as a reference to identify differences in relation to motivations, the experiences or satisfaction of tourists visiting a Heritage of Humanity site are a source of dispute. For example, research such as that of Adie et al [70], Chen and Huang [56], and Correia et al [30] identified no gender differences, while the research of Ramires et al [38], Wang [24], and Huete-Alcocer et al [71] did, noting that women are more willing to visit heritage destinations. However, this research, according to Pereira and Silva [21], is not focused on exploring gender differences, but more on how women perceive their travel, how they construct their experiences, and how satisfied they are in their visit to a place-in this case, a heritage site.…”

Section: Sociodemographic Profile Of Touristsmentioning

confidence: 99%

Perception, Motivation, and Satisfaction of Female Tourists with Their Visit to the City of Cordoba (Spain)

et al. 2020

View full text Add to dashboard Cite

The cultural and historical heritage of a city is a major resource for attracting tourists. Therefore, determining how to perceive and identify the characteristics of persons visiting a locality attracted by its heritage is relevant for the purpose of better meeting their expectations and needs. This research focuses on understanding the perceptions, motivations, and satisfaction of women visiting Cordoba (Spain). Thus, on the basis of a questionnaire completed by women visiting Cordoba between the months of June and November 2019, statistical analysis was conducted. Using various multivalent case-grouping techniques, segments of tourists holding similar perceptions of cultural heritage were detected. Moreover, non-parametric statistical techniques highlighted significant differences between the valuations obtained in the various segments. This analysis exposed a segment of women who, known as absorptive tourists, are characterized by a high cultural motivation to visit the city of Cordoba linked to the heritage sites they have visited. The conclusions obtained herein should be useful for adjusting the city’s provision of tourism services to satisfy the demand of female tourists visiting the city.

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World Heritage as a placebo brand: a comparative analysis of three sites and marketing implications

Cited by 66 publications

References 58 publications

Formation of clusters in cultural heritage – strategies for optimizing resources in museums

Formation of clusters in cultural heritage – strategies for optimizing resources in museums

Perception, Motivation and Satisfaction of Tourist Women on Their Visit to the City of Cordoba (Spain)

Perception, Motivation, and Satisfaction of Female Tourists with Their Visit to the City of Cordoba (Spain)

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