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 language | English |
|---|---|
| Title of host publication | 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 |
| Publication status | E-pub ahead of print - 20 Jul 2017 |
| Event | Academy of Marketing Conference - University of Hull Business School, Hull, United Kingdom Duration: 3 Jul 2017 → 6 Jul 2017 |
Conference
| Conference | Academy of Marketing Conference |
|---|---|
| Country/Territory | United Kingdom |
| City | Hull |
| Period | 3/07/17 → 6/07/17 |