Marketing the D-Day heritage sites: Lest we forget
Asia Business Research Corporation Limited
Place of Publication
Fam, K.S., & Brito, P.Q.
Faculty of Business and Law
School of Business and Law
The facilitation of visitation to a pilgrimage site is essentially a marketing function. In this study the symbolic consumption of heritage tourism is considered from a marketing perspective. A pilot qualitative study was conducted by the authors of key memorial sites in the Normandy D-Day landing region of France. The area in question comprises cemeteries, museums, fortifications, plinths, memorials, landing beaches and battle areas of key historical significance. These key significant sites concentrate tourist visitation to the area. Using a seminal consumer behaviour model, namely Holt’s (1995) typology of consumption the experiences of visitors were compiled, compared and interpreted using ethnographic methods favoured by current notable consumer behaviour scholars (Belk, Hirschman, O’Guinn, Wallendorf, et al). The result confirms the a priori hypothesis that all four metaphors; Experience, Integration, Classification and Play are both relevant and useful in gaining a richer insight of the activity of pilgrimage tourism. This corollary outcome for those involved is the opportunity to satisfy more needs, more efficiently, and for ‘customers’ to appreciate a richer experience.