ABSTRACT
Sustainable Marketing of Heritage Tourism A reflection across the diverse spectrum of heritage custodians reveals both commonalities and some peculiarities unique to a heritage institution. On commonalities, worthy of note is the highest importance accorded to objectivist/essentialist authenticity. Also, confirmed is the need to negotiate authenticity so that the contemporary markets are engaged. Civic engagement (partnership category of Arnstein’s ladder – Figure 3.2) is more evident in the heritage institutions based in the United States than in other countries. Partnership-driven community involvement is an inherent feature of the Sheraton Wild Horse Pass Resort on the Tribal Reservation and this approach is embraced to some extent by the Heard Museum in the United States. Maison Tavel in Switzerland also recognizes the significance of local community perspectives when designing relevant programs and events. The museums in India, on the other hand, shows marginal emphasis on this important aspect of sustainable marketing.
