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 language | English |
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Title of host publication | 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 |
Pages | 135-139 |
Publication status | Published - 19 Apr 2018 |
Event | Institute of Place Management: Corfu Symposium on Managing & Marketing Places - Mon Repos Palace Art Hotel, Corfu, Greece Duration: 16 Apr 2018 → 19 Apr 2018 |
Conference
Conference | Institute of Place Management: Corfu Symposium on Managing & Marketing Places |
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Country/Territory | Greece |
City | Corfu |
Period | 16/04/18 → 19/04/18 |
Keywords
- Institute of Place Management
- Mon Repos Palace Art Hotel
- Corfu
- Greece