ABSTRACT
This chapter studies the views of cultural heritage management and policy makers in Cyprus, in regards to the ways visitor experiences of popular culture museums are shaped. It examines how culture helps or can help the overall marketing of insular destinations. The chapter explores the role of popular culture tourism in Cyprus on the overall tourism development of the island and investigates the role of museums as promoters of cultural tourism. It analyzes the motives and expectations of popular culture visitors in Cypriot museums and explores the challenges and opportunities for popular culture tourism in Cyprus. The chapter proposes marketing strategies for establishing and projecting a popular culture tourism product through museums in island destinations, such as Cyprus. It argues that high culture does have among others a commercial character; in this regard, many strategies of heritage management emphasize the economic benefits of high culture rather than other more intrinsic ones.
