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Journal of Vacation Marketing, Vol. 13, No. 1, 45-58 (2007)
DOI: 10.1177/1356766706071205

Packaging places: Designing heritage trails using an experience economy perspective to maximize visitor engagement

Deborah Hayes

London College of Communication, Elephant and Castle, London SE1 6SB, UK, d.m.hayes{at}lcc.arts.ac.uk

Nicola MacLeod

Business School of the University of Greenwich, London

Heritage trails are a unifying mechanism within the urban cultural tourism landscape and this article explores these tourism products against the principles of experience design suggested by Pine and Gilmore.1 Content analysis of trail brochures and leaflets incorporated both qualitative and quantitative dimensions in order to ascertain whether these are positioned as products or experiences. The results indicate that whilst trails utilize some of the approaches recommended by Pine and Gilmore,2 there is still considerable scope for improvement in terms of their positioning and presentational format, if they are to maximize their potential.

Key Words: cultural tourism • experience economy • heritage trails • marketing


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