An analysis of culture as a tourism commodity

Article English OPEN
Maccarrone-Eaglen, A

The notion of culture has been the object of multidisciplinary studies attempting, with difficulty, to\ud define this polyhedral social concept expressed in symbolic representations. Culture has a significant\ud role in tourism functioning as an internationally promoted commodity, a role that has often\ud been the subject of debates among academics concerned about the vilification of culture’s primary\ud social role. This article analyzes the complexity of the concept of culture in combination with the\ud characteristics of a product, as conceived in marketing, focusing on the levels of product theory\ud from Kotler and Armstrong. The research is based on secondary data analysis in the discussion.\ud This incorporates culture’s symbolic representations, its tangibility and intangibility, its multiplicity\ud of interpretations and meanings, the ambiguous status of ownership by the buyer and its versatility\ud to satisfy consumers’ needs while functioning as a unit of identification for a society. As a product\ud culture presents a unique configuration with a construct of four different dimensions highlighting\ud the need for special consideration in culture’s marketing process. The research could also be considered\ud as a platform for future investigations on the subject and as supporting material in education.\ud Key words: Cultu
  • References (69)
    69 references, page 1 of 7

    Aistrich, M., Saghafi, M. M., & Sciglimpaglia, D. (2006). Ivory tower or real world: Do educators and practitioners see the same world? Marketing Education Review, 16(3), 73-80.

    Andreasen, A., & Kotler, P. (2003). Strategic marketing for nonprofit organizations. Upper Saddle River, NJ: Pearson Education Inc.

    Besculides, A., Lee, M., & McCormick, P. (2002). Residents' perceptions of the cultural benefits of tourism. Annals of Tourism Research, 29(2), 303-319.

    Burns, P. (2005). ATLAS Special Interest Group: Tourism and Socio Cultural Identities Research Group. Annual review of activities 2005. Retrieved from

    Burton, D. (2005). New course development in multicultural marketing. Journal of Marketing Education, 27(2), 151-162.

    Carter, R., & Beeton, R. (2004). A model of cultural change and tourism. Asia Pacific Journal of Tourism Research, 9(4), 423-442.

    Clarke III, I., Flaherty, T. B., & Yankey M. (2006). Teaching the visual learner: The use of visual summaries in marketing education. Journal of Marketing Education, 28(3), 218-226.

    Craik, J. (2001). Cultural tourism. In N. Douglas, N. Douglas, & R. Derrett (Eds.), Special interest tourism (pp. 113-139). Brisbane, Chichester: Wiley.

    Dann, G. M. S. (1997). Images of destination people in travelogues. In R. Butler & T. Hinch (Eds.), Tourism and indigenous peoples (pp. 349-375). London: International Thomson Business press.

    Dann, G. M. S. (2002). The tourist as a metaphor of the social world. In G. M. S. Dann (Ed.), The tourist as a metaphor of the social world (pp. 1-17). Oxon: CABI Publishing.

  • Metrics
    views in OpenAIRE
    views in local repository
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    University of Salford Institutional Repository - IRUS-UK 0 1,023
Share - Bookmark