Marketing Cultural and Heritage Tourism: A World of Opportunity (Museum Store Association) (Volume 4)

Innovative tourism industry leader Rosemary Rice McCormick guides the reader through the basics of marketing and tourism know-how for museum store managers and other museum and heritage marketing professionals. Packed with valuable ideas and case studies, you will learn how to build your business in the fast-growing, global tourism market, increase museum visitation and museum store sales, leverage business partnerships and tap into that “drive market” that comprises 85% of US travelers. This valuable resource is a must for all those in the business of connecting people with the cultural wealth of our museums and parks. The book received a 2011 SASI-ONE Gold Award. Cover -- Title Page -- Copyright Page -- Table of Contents -- Foreword -- Introduction and Welcome -- Chapter 1: Tourism 101-The Cultural & Heritage Business Opportunity -- Chapter 2: The Cultural & Heritage Traveler Study -- Chapter 3: Marketing and Monetizing Cultural & Heritage Tourism -- Chapter 4: Partnership Strategies to Build Tourism Busines -- Chapter 5: Targeting Your Most Productive Visitor Prospects -- Chapter 6: Merchandising, Special Events and Public Relations -- Chapter 7: Guest Services-Training Your Team to Be Tourism Ambassadors Packed with valuable ideas and case studies to help increase museum visitation and museum store sales, this valuable resource is a must for everyone in the business of connecting people with the cultural wealth of our museums and parks.