Marketing Heritage: Archaeology and the Consumption of the Past
This book will rightly make you question the social forces at play in marketing heritage, the politics of of representation apparent in particular pasts, and the way sin which commodification affects your own views about what you see and reach about heritage sites. (Larry ZimmermanThe Key Reporter)This volume is an important contribution to the debates on cultural tourism and the marketing of heritage places. . . I recommend this book to anyone interested in heritage issues and tourism and to any archaeologist wishing to pursue how archaeological knowledge and data is understood and used in the wider world. (Antiquity)It is essential reading for people involved in the presentation of heritage, be they based in museums, interpretive centers, or historical parks. It is equally necessary reading for those in universities and consulting companies who 'produce' heritage because it stimulates us to contemplate how our data will be used after the permit reports and the scientific publications are put on the shelf. (Canadian Journal Of Archaeology)This is no business school analysis or laundry list marketing plan, but, rather, a thought-provoking and wide-ranging analysis of the manifestation and implications of heritage tourism based on the traditions of anthropological theory and inquiry. . . The authors do a tremendous job of presenting this primary thesis, and validate that it is, indeed, a global phenomenon. (Crm: The Journal Of Heritage Stewardship)This volume marks an important contribution to the growing literature on international heritage management.  The chapters are global in scope and include both familiar and unfamiliar sites and issues. . .Marketing Heritageis a very strong work.  The case studies are interesting, varied, provocative, well written, and will meet the needs and interests of a wide readership. (Julie H. ErnsteinAmerican Anthropologist)It is a well-presented and well-referenced. . . I recommend it to heritage practitioners with site planning roles, for the issues raised stimulate awareness of the risks and processes in marketing our heritage. (Historic Environment)While the imporatance of culture and heritage for tourism has been recognized and studied by both tourism academics and destination planners, this book provides a new and valuable perspective on heritage tourism, as it enables readers to understand how archaeologists perceive the growing influence of the sector on hte global marketing of the inherited past. (Journal Of Heritage Tourism)