Understanding Marketing
     Marketing is the process of communicating the value of a 
        product or service to customers, for the purpose of selling the 
        service
        Marketing is not sales maximization
        Marketing is not advertising and promotion. 
        Marketing is part of the management plan, but implements the 
        mission and capacity identified in the management plan.
     Marketing  should achieve goals of the management plan and
        Develop facilities and services as tourism products
        Identify potential travelers and their needs and wants     
        Price their products
        Communicate their appeal to target markets
        Deliver them to their customers’ satisfaction
         Supply and Demand in Marketing
   Demand:
         Increased interest in culture, particularly as a source of identity and 
    differentiation in the face of globalization.
        Growing levels of cultural capital, stimulated by rising education levels. 
        Aging populations in developed regions.
        Postmodern consumption styles, emphasizing personal development rather 
    than materialism. 
   Supply:
        Development of cultural tourism to stimulate jobs and income.
        Cultural tourism was seen as a growth market and “quality” tourism.
        An increasing supply of culture as a result of regional development.
        The growing accessibility of information on culture and tourism through 
    new technologies.
           De-marketing assets
  Marketing can be used to promote or discourage who visits and 
   hone the message about what visitors should expect.
  Help maintain sustainability of assets
  Many people given marketing responsibility have little real 
   knowledge of marketing
  Few cultural tourism attractions have formalized marketing plans 
   with clearly-stated goals and objectives
  Most attractions respond to consumer and travel trade demand, 
   rather than leading it.
         The numbers are not the message
   Often assessment is
   1.  Number of visitors
   2.  Economic impact
   3.   Visitor satisfaction
     What  is unique about heritage tourism marketing?
   Non-financial objectives have equal or stronger roles in the overall set of 
    objectives than financial goals.
    Conservation, education, awareness building, creating pride in one's past, or even 
    religious contemplation 
   Tourists and local residents share the asset
   Failure to recognize asset must be managed, at least in part for tourism use.