Publicomos

Notice (permalien)

Réf.

42976

Type

thesis

Titre

Developing innovative marketing plan to augment the visitation of Egyptian World Heritage site(s) : a case study on Saladin citadel

Langues

English

Auteurs

Amer, Mohamed

Auteurs institutionnels

Kong, Ping / Belal, Mayada

Date

11/11/2015

Pages

144 p.

Mots-clés

World Heritage Sites / visitors / marketing / tourism management / architecture / rehabilitation / economic aspects / social aspects / qualitative analysis / cultural landscapes / historic buildings / historic landscapes / intangible heritage / sustainable tourism / tourism impact / economic impact / economic value / sustainable development / interpretation / presentation / World Heritage List

Pays mentionnés

Egypt

Monuments et sites

Saladin Citadel, Egypt

N° Patrimoine mondial

Résumé en anglais

Dissertation aims to develop a marketing plan in order to augment the visitation rate at Egyptian heritage sites which had inscribed in UNESCO WH List. Heritage, either tangible or intangible, is considered a tool for conserving the inherited past, which forms the present identity, into the distant future for the new generations. Regarding the current socio-cultural needs, the word "heritage" contributes to the promotion of the image of cultural heritage sites, landscapes, and museums. Heritage destinations are the places where the people can realize the past and their memories; moreover, to communicate emotionally with the heritage area. Research views the concept of heritage marketing as a process which augments the visitation of heritage attractions. This process is considered an operation of strengthening the visitor's satisfaction, within the appropriate offered programs, via selecting the exact target audience. Marketing deals with heritage sites, landscapes or museums through two factors “value for money” and “edutainment”. Through the literature review, it has been asserted that heritage marketing is focused on promoting heritage sites or landscapes. On the other hand, there is not a main structure or framework developed for the marketing plan of cultural heritage sites. Consequently, the research fills in this gap explaining the main steps of the heritage marketing plan. It applies the developed structure for a heritage marketing plan to one of the components of the Egyptian World Heritage Site “Historic Cairo”, Saladin Citadel as a case study where is occupied a high significance architecturally, historically, and militarily.

URL

https://www.researchgate.net/publication/291832778

Document joint

Dissertation File.pdf

Licence

Creative Commons Attribution-Non Commercial (BY-NC)