Marketing the D-Day heritage sites: Lest we forget

Document Type

Conference Proceeding


Asia Business Research Corporation Limited

Place of Publication



Fam, K.S., & Brito, P.Q.


Faculty of Business and Law


School of Business and Law




MacCarthy, M. & Fanning, S. (2015). Marketing the D-Day heritage sites: Lest we forget. In Fam, K.S., & Brito, P.Q. MAG Scholar Global Business Marketing and Tourism Conference 2015 Proceedings: travel, discover, marketing. Wellington: Asia Business Research Corporation Limited.


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.

Access Rights

metadata only record

This document is currently not available here.