Strategic marketing planning for heritage tourism: a conceptual model and empirical findings from two emerging heritage regions

This paper examines the process of strategic marketing planning for heritage tourism, an inherently complex and fragmented system, requiring a coordinated approach among a range of stakeholders. A conceptual model, detailing key stakeholders and specific strategic functions, as well as a prescribed method of coordination, is presented. Two regions were investigated using a qualitative methodology, which examined five strategic documents and...