Heritage Marketing Shashi Misiura AMSTERDAM • BOSTON • HE DELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN D EGO • SAN FRANCISCO • SINGAPORE • SYDNEY • T OKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlington, MA 01803 First published 2006 Copyright © 2006, Elsevier Ltd. All rights reserved No part of this publication may be reproduced in any material form (including photo- copying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) 1865 843830, fax: (+44) 1865 853333, e-mail: [email protected]. You may also complete your request on-line via the Elsevier homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data Control Number: 2005931199 ISBN-13: 978-0-7506-6318-2 ISBN-10: 0-7506-6318-9 For information on all Butterworth-Heinemann publications visit our website at http://books.elsevier.com Typeset by SPI Publisher Services, Kundli Printed and bound in Great Britain by MPG Books Ltd, Cornwall Contents Preface vii Acknowledgments ix Introduction xi List of case studies xiii List of insights xv 1 Heritage marketing – an introduction 1 2 Environmental factors 40 3 Market segmentation and target marketing in the heritage industry 78 4 The marketing mix and heritage tourism 129 5 The marketing mix and food and drink heritage 183 6 Company heritage marketing 238 Bibliography 271 Index 275 Preface Brideshead today would be open to trippers, its treasures rearranged by expert hands and the fabric better maintained than it was by Lord Marchmain. (Evelyn Waugh (1959) Preface. Brideshead Revisited. Penguin, London) Heritage Marketing: Principles and Practice is the very first applied marketing textbook that addresses the unique application of marketing principles to the ‘heritage industry’. The idea for this book came to me in the summer of 2003, both by re- reading a favourite novel, Brideshead Revisited (see quotation above) and by chance of a television programme which mentioned the love of Indian archi- tecture by the British Royal Family and nobility, particularly in the reign of the Prince Regent, and how this manifest itself in the building of Royal Palaces and the acquisition of art and artefacts. Two examples that illustrate this past phenomenon are the creation of ‘Brighton Pavillion’, a famous landmark in the UK (which is featured in this book) and the lesser known ‘Sezincote House’ in Gloucestershire, which is much more than a building in both the venacular and Indian style – it is also about India’s religious her- itage which is captured in the spirit of the place by the internal and external layout, other design features and spiritual curios gathered from India. I managed to get some way with my research on the relationship between Indian architecture and its representation in British Royal Palaces but felt that it might be more appropriate to look more widely at the link between heritage and marketing before focusing on one particular, albeit complex, aspect. Little was I prepared for the complex nature of this subject, which has taken many months to research and prepare for publication. Before my research began, I was very surprised to discover that there is currently no book on the market that explores the relationship between mar- keting and heritage (and indeed what literature there is can be found scat- tered all over the place). I was therefore delighted that Reed Elsevier were willing to support me, once we had identified that there would be a demand. Indeed, the book seems to coincide with an unprecedented growth in interest among the public in general (more on this later) and students and practitioners in particular, on all aspects of ‘heritage’. In the case of the lat- ter two this is evident in the increasing number of new courses available at Colleges, Universities and private providers as well as new and specific jobs, for example for ‘Heritage Managers’. In this book, although I will be sensitive to debates surrounding the (debated) concept of heritage from (in no particular order!) geographers, viii Preface conservationists, archaeologists, historians and other academics and experts, my main aim is to explain and illustrate (mainly through examples and case studies), how various aspects of heritage can be marketed success- fully. The ‘heritage industry’ covers anything and everything connected with the past (well, almost!) but I have chosen to focus on a few specific sec- tors that are the most appropriate for students of heritage studies, market- ing, business, tourism, leisure and hospitality/catering studies. The first main area explored is heritage tourism (for students of marketing generally and specifically those studying leisure and tourism), food and drink her- itage (for general marketing students and especially those engaged with the study of hospitality/catering) and also on how companies are increasingly using aspects of heritage as part of their marketing strategies in the com- petitive arena, this will be of interest to general business students as well as other student groups. Practitioners will find both the theory and examples, through the ‘insights’ and case studies offering a wider and deeper know- ledge of various sectors in the heritage industry. The book is ostensibly about the role of marketing and how the process of this academic discipline stimulates demand by capitalizing on the positive attitude of actual or potential heritage consumers. However, the heritage marketer must manage demand so that the ‘product’ in question is not swamped (this applies in particular to tourist ‘products’/‘attractions’), as this is unlikely to be in the interests of anyone. The ‘heritage consumer’ (just like any other) must be fully understood in terms of the benefits that he/she seeks to achieve from consumption of the product, service or brand. What motivates a consumer to have a relationship with something from the past, either nostalgically or nostophobically, or in other emotional terms? In this book the segmentation variable ‘psycho- graphics’ will go a long way toward helping us understand, and get closer to, the heritage consumer. I will use examples from the built environment, natural world, literature, food and drink, sport, art, people, music, festivals/events, religion and spir- ituality, from all around the globe, to illustrate how heritage is marketed, recognizing that there may be links between one or more of the above, as well as relationships between them and issues of education, conservation, preservation and restoration. I do hope that you enjoy reading and studying from this book, as much as I have enjoyed preparing and presenting it. Shashi Misiura July, 2005 Acknowledgments I am very grateful to Tim Goodfellow, Commissioning Editor at Butterworth-Heinemann/Elsevier for his very warm response to what was initially no more than a few random thoughts. I am indebted to his contin- uing support and hope that all at Elsevier will be pleased with the results of my effort. I also wish to thank Dr David Storey and Dr Heather Barrett for their kind listening ears and for enabling me to test my drafts on their students of Heritage Studies at University College, Worcester and also to my own stu- dents of Business Management who have patiently analysed case studies and absorbed numerous heritage-related examples in Marketing lectures. I am extremely grateful to many people, too numerous to mention, who have kindly given me information for use in the book, either as illustrative examples, ‘insights’ or case studies. In particular, I would like to thank per- sonnel at: ‘The Museum in the Park’, Stroud, Gloucestershire; Mr Peter Lacey, Headmaster at the King’s School, Gloucester; The Thermae Bath Spa Project, Bath, Avon; The Coca-Cola Company, Atlanta, USA; Buccleuch, Scotland; The Ritz Hotel, London; The Admirable Crichton, London; Puerto de Culturas, Cartegena, Spain; and Hershey International, USA. This book is dedicated to my son. Introduction Heritage Marketing addresses the issues facing students and practitioners in applying the generic principles of marketing to the heritage industry, which is both large and complex; indeed the notion of heritage is very much a debated concept. It is an applied marketing textbook. The book is international in its outlook, using examples from many coun- tries, including the UK, USA, Australia, South Africa, India and many European countries, including newly industrializing ones such as those in the Baltic States, Eastern and Southern Europe. Heritage Marketing is divided into six chapters and each will have the following: ● Introduction, including definitions. ● Contents, explanations, examples and discussion. ● ‘Insights’, short and long case studies to amplify and illustrate applied marketing heritage concepts and issues. ● Case studies for students to work on either individually or in groups and which will act as a facility for further discussion. ● Summary. ● Discussion Questions and Activities. ● Recommended Reading. Chapter One is an introduction to the applied nature of this textbook and looks specifically at the concept of heritage and its relationship to market- ing. Funding heritage, especially the built environment (historical buildings, etc.), is explored in detail, both in the context of the UK and other countries.