Critical factors for marketing urban cultural tourism: a conceptual model
by Yi-De Liu, Chi-Fan Lin
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 1, No. 4, 2010

Abstract: Cultural tourism is one of the largest and fastest growing global tourism markets, and marketing plays an important role in promoting cultural tourism destinations and increasing their competitiveness and attractiveness. Based on the 'value-based marketing' concept of Kotler and Keller (2008), this study takes a comprehensive overview of previous literature and identifies three dimensions which embrace a series of factors related to the marketing of urban cultural tourism. First, 'value exploration' consists of segmentation, targeting and positioning – the essence of strategic marketing. This study demonstrates that cultural tourism market can be segmented by six factors. Some elements are also proposed to craft a city's positioning. The second dimension is 'value creation', and authenticity, inclusiveness and creativity are the three critical factors for developing cultural tourism products. Third, 'value delivery' is concerned with how a city can deliver the new value offerings more efficiently. The establishment of partnerships and the deployment of supporting resources are deemed as crucial. Finally, the conceptual model of this study could be presented as a base line for further primary research.

Online publication date: Sun, 07-Mar-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Leisure and Tourism Marketing (IJLTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com