Author: Makens, James C.

Publication Year:

Media Type: Conference paper/presentation

Summary:

Paper presented at the Fourth International Conference on Cultural Economics held May 12-14, 1986, at the Palace of the Popes in Avignon, France.

Abstract:

Paper presented at the Fourth International Conference on Cultural Economics held May 12-14, 1986, at the Palace of the Popes in Avignon, France.

The public is interested in visiting historic restorations. Historic restorations are in competition with other visitor attractions for the support of the public. Despite these facts, the historic restorations and sites industry lacks a base of data essential to sound decision making. In fact, the majority of the restorations do not possess basic demographic data concerning their customers. . . . Restorations view their primary reason for existence as education. Education may be viewed as being at odds with professional marketing in many restorations. Yet a minority of restorations have adopted marketing and commercial interests as a means of furthering their educational missions. Abundant opportunities for employing marketing strategies within historic restorations exist. Opportunities for developing new sources of income exist. Opportunities for developing a cooperative industry data base exist. Although historic restorations face ample opportunities for increasing revenue and utilizing the marketing concept, it appears that a failure to reconcile commercialism, marketing and education is the current central problem facing historic restorations. (p. 228)

Arts & Intersections:

Categories: Heritage & Preservation