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UNIVERSITY OF DAR ES SALAAM

COLLEGE OF HUMANITIES.

DEPARTMENT OF ARCHAEOLOGY AND HERITAGE STUDIES.

COURSE NAME: MARKETING HERITAGE RESOURCES

COURSE CODE: HM 306

SEMINAR DAY AND TIME: THURSDAY 15:00-16:00PM

SEMINAR VENUE: SC 301

COURSE INSTRUCTOR: DR RICHARD BIGAMBO.

WORK TYPE: GROUP ASSIGMENT.

S/N NAME REG NO SIGNATURE

1 AMON ELIPHAZ JAVAN 2017-04-05740
2 KIPANDE MARTHA 2017-04-00207

QUESTION;

What do you think are the advantages of marketing in heritage Tourism?

National Trust for Historic Preservation, (2008) defines heritage tourism as travelling to

experience the places, artifacts, and activities that authentically represent the stories and people

of the past and present the stories and people of the past and present. It includes cultural, historic

and natural resources. More and more people are seeking unique travel experiences that combine

history, education, entertainment and authenticity. A cultural heritage tourism survey conducted

in 2009 revealed that 78% of all U.S. Leisure travelers participate in cultural and/or heritage

activities while travelling. These cultural and heritage travelers stay, spend more, and travel more

often. They also tend to be older, better educated, more sophisticated, and often more affluent

than other tourists. For instance, overseas cultural heritage travelers visiting the United States

tend to be more first-time travelers, stay longer in the United States, and visit more destinations

than the average traveler. (ibid)

Heritage tourism has grown exponentially over the past several decades. It is a multifaceted term

manifested with a wide range of meanings and, therefore, it is not uncommon to find sometimes

polarized views of it in published literature. Heritage tourism has been as buzzword in tourism

since the late 19th century. Much scholarly debates with regards to the nature of heritage tourism

still persist, suggesting that heritage is an amorphous concept and complex phenomenon. This

can be partially attributed to the positive and negative treatment accorded to heritage. The

positive aspect of heritage aims to take culture and landscape for long term use, whereas the

negative aspects imply manipulation and exploitation of the past commercial ends. (chhabra,

2010).

Another scholar who defines heritage tourism is chikkander R, (2019) who say is the travel

activity made to investigate and experiences the places, activities and artifacts that realistically

stand for history and life of the people in past and present. Heritage tourism involves actions and
services that give tourists with the occasion to understand, feel and get idea and pleasure from

uniqueness of natural, native and heritage features. Maintenance of heritage structures is very

significant because it provides a sense of identity in a fast-changing world for present and

upcoming generations.

According to Mahamudul, (2014), Heritage Tourism is the visiting historical and archaeological

sites for the purpose of acquiring knowledge or entertainment. These historical and

archaeological sites may contain cultural objects, movable items, historic towns archaeological

site and cultural landscapes.

Kotler, (1982) define marketing as the effective management by an organization of its exchange

relations with its various markets and publics. He more emphases on marketing as the analysis,

planning, implementation, and control of carefully formulated programs designed to bring about

voluntary exchanges in values with target markets for the purposes of achieving organizational

objectives. It relies heavily on designing the organization’s offering in terms of the target

market’s needs and desires, and on using effective pricing communication, and distribution to

inform, motivate and service the markets. Furthermore marketing is the societal process by

which individuals and groups obtained what they need and what they want through creating

offering, and exchanging, products and values with others (kotler et.al. 2006).

According to American Marketing Association, AMA, (2007) marketing is the activity

conducted by organization and individuals that operates through a set of institutions and

processes for creating communicating, delivering, and exchanging market offerings that have

values for customers, clients, marketer, and society at large. This writer in his book draws on

some of the core concepts presented by the aforesaid sources and defines as a process sought to
exchange ideas, relations, and products with the organization’s various publics and stakeholders

with objectives to enhances attendances, revenue, education, education, and interactive

engagement with the consumers.

Kotler, (2007), defined marketing as the science and art of exploring, creating and delivering

value to satisfy the needs of a target market at a profit. Marking identifies unfulfilled needs and

desire. It defines measures and qualifies the size of the identified market and the profit potential.

Pinpoints which segments the company is capable serving best and its design and promotes the

appropriate products and services.

In additional to that marketing concept is one of the significant factor in the economic

development marketing concept is based on the factor that the realization of goals of all forms of

enterprises depends on the determination of the needs and desires of the target market in first

instance, then supply the desired product, effectively and more efficiently than possible

competitor. So the basic premise of marketing activities is a continuous understanding of the

fickleness of the market and responding to the changes (Ukaj, 2010).

Since it is necessary to align and coordinate activities at the level of enterprises and of the state,

with the intention to introduce the market orientation in the development of tourism. There are

two levels where activities are developed, and these are macro and micro level. Marketing at

the state level, or macro marketing is implemented by local and central institutions in charge and

responsible for tourism and catering, tourist association. Mainly will focus in creating a global

tourist offer, the image of the state as a tourist destination, exercise marketing in foreign tourism

markets, encouraging and monitoring the marketing activities, one by one, within the individual

companies. Marketing at the level of individual companies, or micromarketing, is to be

implemented individually, and is based on capabilities and interests of enterprises, and

mandatory all activities must be adapted and integrated with activities that are conducted in

macro marketing.(ibid).

In today’s tourism environment, marketing is crucial not only for profit organization but also for

non-profit and public agencies. Notwithstanding any reluctance among non-profit, for-profit and

public agencies to work together, developing a coordinated framework is not simple task. It

might be expected that each of these organization will follow different objectives, but the

“distinctions historically created between public and private, non-profit and for profit tourism

organizations, are slowly blending. Every organization regardless of profit status has specific

objectives from which to guide the decision of the organization” (Janes, 2006). Much of the

recent researchers has focus on heritages tourism marketing as the driving force which integrate

different public of a business or organization and promote sustainable development and society

interests at large for the enjoyment their heritage in current and future generation. Therefore

Marketing is very important in heritage tourism due to its contribution which includes the

following;

Marketing create and promote heritage tourism; this can be done through advertising heritage

tourism through different mass media, for example radio, magazines, as well as television. In

Tanzania there is a television channel called safari channel tends to advertise heritage sites and

tourists destinations. So any person who can access this safari channel can get enough

information about all heritages destination found in most Tanzania sites. (Nilonjin, 2015)

Marketing widens the heritage tourism market; marketing draws out the hidden want of

consumers of heritage resources. It creates a new demand, locates the untapped heritage tourism
destination and find out the possibilities of selling a new products of heritage tourism. It thus

enlarges tourism market and enables the producers of heritage products to increase production

and services to earn more profit hence growth of heritage tourism sector (Ibid).

Marketing accelerates other sectors around heritage tourism activities; because of marketing so

many other sectors or activities around heritage tourism destination become improved, this may

includes transportation system as a sector, baking, tour guiding, hotels, health sector,

communication sector, as well as security sector. Hence heritage tourism get boost and supoter

from this sectors and actually it encourage tourists to visit a place or heritage site located near

this improved services.

Marketing promote a sustainable environments and society interests at large for the enjoyment of

both the current and future generation; marketing in heritage tourism initiate introduction of

different measures and techniques that is used to combat environmental destruction and this led

to the minimization of negative effects brought by visitors to heritage site destination. Also

marketing in heritage tourism provide an opportunities for local community to participate in

production of goods and services to tourists, hence community get their interests and enjoy their

heritage effectively. (chhabra, 2010).

Marketing prolong life span of heritage sites through conservation program; trough marketing

different measure are put to ensure protection and management of heritage sites to make them

long life. Marketing in heritage tourism aimed for increasing profit from tourism activities and

this can be achieved through improving the services around heritage site and protection of the

site from deterioration factors such as human being, animals, and other anthropogenic factors

such earthquake, volcano eruption as well as floods.

Marketing unlocking economic potential of heritage tourism; marketing put heritage sites into

effective useful. Through marketing importance of heritage tourism become recognized this led

to the wider opening of doors of the heritage tourism as the accelerator of economic potential.

Hence marketing make people to engage in different economic activities around heritage sites

such as opening of hotels, guest houses, transport system, tour guides, packaging agencies, super

markets and local markets for selling tradition goods such pots, beads, sculpture, tradition food

as well as local shoes. There marketing in heritage tourism promote different employment

opportunities as it make people engaging in different economic activities around heritage tourism

destination (Chhabra, 2010).

Marketing rise values of heritage; marketing as associated with different programe that aimed

for improving the heritage site such as conservation activities, carrying capacity and accepted

limit changes facilitate the strength of heritage materials within the site and make it to be more

valuable. Also due to improvement of heritage site due marketing it attracts many tourist to visit

a site hence the heritage site become more valuable.

Marketing facilitates exchange of heritage in the ownership and possession of goods and

services. It creates time, space and possession utilities for the goods and services in heritage

tourism. It is helpful to both producers and consumers of heritage products. Producers come to

know about the specific needs and preferences of the visitors and customers about the products

that manufacturers can offer.

Marketing helps in optimal utilization of heritage resources; as the marketing effort widens the

area of heritage market, the producers of heritage products can utilize their resources, otherwise

remaining partly utilized, to the maximum. This optimum use of heritage resources reduces the
total cost per unit. Therefore marketing is very important in heritage tourism because it reduce

over use of heritage sites, and this is achieved through implementing different rules, regulations,

techniques, or strategies towards heritage site.

Marketing play a significance role of connecting the ideas of both producers of heritage product

and heritage customers. Marketing works as a bridge which allows the interaction and movement

of ideas between these two people. Through the movement of this ideas and interaction of people

led to the improvement of heritage sites due to acquiring new skills and experiences, since

marketing connecting people from different nations with their unique and different ideas,

knowledge, skills, and experiences.

Conclusively; despite the fact that marketing play a big role in heritage tourism sector, it has

many weaknesses in running heritage tourism activities including cost, advertising and marketing

costs money of you don’t do a proper research then you might end up throwing money away.

Wasting marketing effort by targeting the wrong audiences using inappropriate media would be a

serious and costly mistake. So it is important to do the proper research beforehand and keep your

costs to the minimum. Therefore research is very important in marketing heritage tourism as it

locate and designing a proper way of advertising and promoting heritage tourism to the targeted

audiences.
 REFFERENCES

American Marketing Association, AMA (2007), Marketing definition: a glossary of marketing

press, chicago; American marketing association committee on terms.

Chhabra D. (2010) Sustainable marketing of cultural and heritage tourism. Rutledge critical

studies in tourism, Business and management London British and New York U.S.A.

Chikkander R. J.(2019) Heritage Tourism in South Tamil Nadu-India.

Dew Delhi, India Prentice hall.

Kotler P and Kelvin.L. Keller (2006), Marketing Management; Pearson Education Inc, New

Jersey.

Kotler P.(2007), Marketing management analysis planning implementation and control. New

Mahamudul H. (2014) Tourism Marketing: Status, Prospects and Berries. University of Business

and Technology. Bangladesh.u

National Trust for Historic Preservation, 2008.

Nilonjan R. (2015), Emerging innovation marketing strategies in tourism industry, IG, Global.

U.S.A.

Ukaj F. (2010), Marketing Concept as a Tool for Development of Tourism in Kosovo. University

of pristine.