World Heritage and Tourism: Marketing and Management (Routledge Focus on Tourism and Hospitality)

This book provides a comprehensive discussion of the phenomenon of World Heritage tourism through a critical, global perspective that encompasses both supply and demand.

Individual chapters critically engage with four main topics crucial to this subject area. A chapter on visitors defines the World Heritage tourist segment, highlighting on-site behavior and visitor needs. Building on this, a marketing chapter questions the functionality of the World Heritage brand as a tourist attractor and instead argues that tourist growth is due to effective marketing following World Heritage inscription. The third chapter presents a holistic management framework centred on planning, place, and people, while the concluding chapter situates World Heritage tourism in a global context, discussing threats such as climate change. International case studies from a wide variety of both natural and cultural sites provide a representative discussion of the topic across varying geographical, political, and cultural contexts.

This will be of great interest to upper-level students, researchers, and academics in the fields of tourism, heritage studies, and geography, as well as practitioners in these fields who wish to better understand the crucial interplay of these areas.

Bailey Ashton Adie is a Research Fellow at Solent University in Southampton, UK. She has a Ph.D. in Management and Development of Cultural Heritage from IMT Lucca, Italy. She also has an MA in Cultural Heritage and International Development from the University of East Anglia, Norwich, UK. Her research focuses on World Heritage tourism in an international comparative context, sustainable heritage tourism for community development, tourism marketing and branding, second-home tourism and climate change, and film tourism.