Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives

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Abstract

This paper begins to conceptualise a strategic Botanic Gardens marketing model. Using lenses of Utopia and Dystopia as method to develop revenue generating narratives, to be delivered via Cause Marketing efforts, these being key components to the model. Cause Marketing for the purposes of this paper will act as a means for greater visibility, funding and support for Botanic Gardens. This conceptual model may also serve other Place Management and Development contexts, in particular, with regard to meeting a range of challenges regarding sustainability, heritage and responsible tourism.
Original languageEnglish
Title of host publicationInstitute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April
Pages135-139
Publication statusPublished - 19 Apr 2018
EventInstitute of Place Management: Corfu Symposium on Managing & Marketing Places - Mon Repos Palace Art Hotel, Corfu, Greece
Duration: 16 Apr 201819 Apr 2018

Conference

ConferenceInstitute of Place Management: Corfu Symposium on Managing & Marketing Places
CountryGreece
CityCorfu
Period16/04/1819/04/18

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Keywords

  • Institute of Place Management
  • Mon Repos Palace Art Hotel
  • Corfu
  • Greece

Cite this

Catahan, N. (2018). Marketing Heaven & Hell: Botanic Garden’ Cause-Related Narratives. In Institute of Place Management (2018) Proceedings of the 5th Corfu Symposium on Managing & Marketing Places, 'Changing places: Visions of utopia or dystopia?', 16th – 19th April (pp. 135-139) http://placemanagement.org/media/117955/Corfu-Final-Proceedings.pdf