ABSTRACT
Backstage tours may also produce and disseminate particular heritage narratives, such as corporate achievements and history, and product development – that are meant to address contemporary needs and circumstances – be they longevity and gravitas, ties to the local community, distinctiveness from rivals, and quality assurance. In particular, heritage can connect the product to a place, particularly in an age of mobile and flexible capital (Morely and Robbins, 1995). Though tour patrons may already be ‘fans’ – and, therefore sympathetic to corporate/heritage narratives – many visitors may simply be curious or looking for a unique cultural or educational experience. In essence, by employing heritage narratives in a backstage tour, a company can foster loyalty, provide a subtle sales presentation, and demonstrate ties to region, all under the umbrella of a heritage-based tourist attraction. As discussed in Ramshaw and Gammon’s (2010) article regarding tours of Twickenham Stadium in London, the tour acted as a lure for the stadium’s commercial products including the souvenir shop, the rentals/catering department, and match tickets. Furthermore, the tour solidified the stadium as an
authentic attraction for both die-hard rugby supporters and those merely looking for a glimpse of English sporting culture.
