Chapter One Introduction to the concept of Heritage, definitions and a discussion of the 'heritage industry', both UK and internationally. A quick definition of heritage is 'that which is inherited from the past', followed by a brief explanation on how it is discovered, presented and interpreted by institutions and organisations.
Chapter Two (this may have to be two chapters) The Heritage experience, UK and international, quantitative and qualitative, the latter will include a discussion of the psychology of the heritage consumer and the (growing) relevance of heritage to consumers. I will include a brief explanation of how the main funding and preservation bodies operate, again both UK and internationally, e.g. English heritage, National Trust, UNESCO etc.
Chapter Three Natural and Cultural Heritage, preserving cultures and traditions including festivals and concerts etc., global events such as the Olympic Games and the World Cup etc.
Chapter Four Heritage Marketing and Tourism (again, may have to be broken down into two chapters), explanations and several case studies drawn from around the world, looking specifically at the 'content' of heritage tourism in several different countries such as Australia, the UK and the USA
Chapter Five Heritage Marketing, including segmentation of the market, targeting, positioning in the marketplace, raising awareness, merchandising, branding, adding-value and examples of the marketing mix in practice via case studies.
Chapter Six Heritage Marketing Management including quality and service issues and discussions of sustainability, access and authenticity vs. preservation and adherence to conventions and guidelines for owners or managers.
Chapter seven Heritage Marketing and Education, growth and development of this area, including a short discussi