Market research for heritage attractions

Abstract

Sightseeing visits generate millions of pounds for public and commercial tourism attractions each year. Professional marketing is becoming an increasingly used tool to help heritage attractions maintain and increase their market share in the face offierce competition. This paper argues that a successful marketing strategy can be greatly enhanced if it is supported by good market information. The paper highlights visitor surveys as one of the most useful sources of information, details relevant survey topics and explains how survey results can be put to good use.