3.5

Commercializing

To produce a situation that is commercially lucrative to a presenter, it is necessary not only to encourage people to visit a site but also to create an environment in which they are persuaded that it is worthwhile paying for the experience. The ways and means of doing this, in a manner that is appropriate to the circumstances, is this chapter’s subject.

1 Ways and means

Often the automatic assumption by some presenters is that a good financial return will need to be obtained through the ‘gate’. While this may often be so, it can be far better in some situations to have a low or non-existent fee for admittance to get people to come to a site. This may be with the straight aim of increasing visitor throughput, or with the ...

Get Managing Quality Cultural Tourism now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.