Marketing culture heritage

A: Questions related to the following movie, “UNESCO votes on Hebron’s world heritage status.”

• What are the issues regarding the case of the city of Hebron?
• Do you think that an organization like the Unesco, whose mission is to protect and promote cultural heritage, can be biased or politicized?
• What would be your approach to bypass partisan politics and adopt a truly universal approach to the treatment of cultural heritage assets?
• Your answer should be about 200 words.

B: Questions related to Chapter 13 of Cultural Tourism

Please note that you should answer the questions by writing full sentences using your own words as much as possible. If you are quoting from the text, do not forget to use quotation marks.

1: The chapter starts with the following statement: Marketing and cultural heritage; are they compatible? Why is this question being asked in the first place?

2: Despite the negative impression the very idea of having recourse to marketing as a management tool has, why is it said that it nevertheless should be an integral part of the management process?

3: In fact, marketing as a tool can just do the opposite of what it is believed to be doing (that which gave it a bad reputation). What is this new purpose? Can you give an example of the benefits of using marketing in this unexpected way?

4: In addition to the fact that marketing had a bad press among cultural heritage managers, why has it not been adopted as an approach?

5: It is said that cultural tourism has a number of unique features that pose challenges to marketers. Describe one of these features (three have been identified in the chapter) and explain its implications for cultural heritage managers.

6: Thinking strategically does require to ask simple pairs of questions. Choose one pair of such questions and give examples of the type of information one is looking for.

7: What sustainable competitive advantages (SCA) are and give an example related to the development of museums.

8: Why is it important for cultural heritage managers and even some stakeholders to use research made by specialists? What kind of information such research may reveal?

9: Why is it that the SWOT (strength, weakness, opportunity, and threat) analysis has yielded poor results in the context of cultural heritage assets? Give an example?

10: What are the main elements of any marketing plan? What challenge does it pose?

11: What are the 4 Ps of any marketing mix? Choose one of those Ps and show how it applies to cultural heritage assets or destinations.

C: Questions related to “Territory, culture, nationalism, and the politics of place” (Skinner)

1: What are the two opposing perspectives that consider how a national culture and identity develops over time?

2: What is the meaning of the term “fakelore?”

3: How is it related to the case study: Brand England and the power of narrative?

4: Are you aware of any example of fakelore?