Strategically Managing Sustainable and Innovative Business Development in Uncertain Times: An Exploratory Study of Botanic Gardens.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding (ISBN)

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Abstract

The purpose of this study is to explore the provision, experiences and perceptions of 3 similar Botanic Gardens (BGs) across the UK; to explore and inform their heritage marketing and management efforts. Botanic Gardens (BGs) are faced with a range of challenges regarding sustainability and innovation due to funding cuts, changing roles and the need for strategic management approaches. Online resources directly linked to these 3 BGs (company websites, Trip Advisor, Facebook and Twitter), and transcripts of free-flowing discussion with stakeholders (representatives of international and UK national BGs; staff and volunteers of these 3 BGs) form the data sources. Content analysis of such data sources follows qualitative methodology techniques utilising a combination of manual and automatic text analysis; to highlight strengths and areas for development. It is hoped that this study will extend across the broader BG industry at both a national and international level, and contribute to sustainable heritage tourism and visitor attractions management paradigms.
Original languageEnglish
Title of host publicationThe 50th Academy of Marketing Conference, Freedom Through Marketing: Looking Back, Going Forward., 3-6 July 2017, Hull University Business School, ISBN 978-1-5272-1271-8, p. 62
Publication statusE-pub ahead of print - 20 Jul 2017
EventAcademy of Marketing Conference - University of Hull Business School, Hull, United Kingdom
Duration: 3 Jul 20176 Jul 2017

Conference

ConferenceAcademy of Marketing Conference
CountryUnited Kingdom
CityHull
Period3/07/176/07/17

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    Catahan, N., & Woodruffe-Burton, H. (2017). Strategically Managing Sustainable and Innovative Business Development in Uncertain Times: An Exploratory Study of Botanic Gardens. In The 50th Academy of Marketing Conference, Freedom Through Marketing: Looking Back, Going Forward., 3-6 July 2017, Hull University Business School, ISBN 978-1-5272-1271-8, p. 62 https://www.academyofmarketing.org/conference/conference- 2017/