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Exploring the discourses used to sell heritage in Sweden
Dalarna University, School of Technology and Business Studies, Human Geography.
Dalarna University, School of Technology and Business Studies, Human Geography. Dalarna University, School of Technology and Business Studies, Tourism Studies.ORCID iD: 0000-0001-8134-5999
2013 (English)Report (Other academic)
Abstract [en]

Heritage tourism is a form of niche tourism which has emerged as an alternative to mass tourism. However the discourses used to market some heritage products generally appeal to an elite group in society who are demanding. Thus heritage tourism is marketed and packaged in a way to appeal to an exclusive group who are interested in tailor-made products that provide some entertainment value. The aim of this paper is to investigate the marketing strategies and goals for tourism development, from the perspective of two World Heritage Sites (WHS) in Sweden including the Great Copper Mountain in Falun and the Old Church Town in Luleå. Accordingly, the discourses used to sell heritage in the context of Sweden are discussed. A mixed-methods approach was used by the authors to carry out this investigation. The results of the analysis revealed that the heritage presented in the two cases are marketed as exclusive and as such, preclude the participation of some individuals. Furthermore, it was established that enhanced communication between WHS products and Sweden and other tourism products would improve visitation.

Place, publisher, year, edition, pages
Borlänge: Högskolan Dalarna, 2013. , 27 p.
Series
Working papers in transport, tourism, information technology and microdata analysis, ISSN 1650-5581 ; 2013:23
Keyword [en]
niche and heritage tourism, Sweden, The Great Copper Mountain, The Old Church Town, exclusivity
National Category
Human Geography
Research subject
Complex Systems – Microdata Analysis
Identifiers
URN: urn:nbn:se:du-13262OAI: oai:DiVA.org:du-13262DiVA: diva2:664364
Available from: 2013-11-14 Created: 2013-11-14 Last updated: 2016-11-16Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf