ABSTRACT
Heritage tourism has grown exponentially over the past several decades. It is a multifaceted term manifested with a wide range of meanings and, therefore, it is not uncommon to find sometimes polarized views of it in published literature. This chapter aims to develop conceptual material on heritage and heritage tourism based on the perusal of numerous discursive accounts. It is also known that marketing of heritage tourism is a complex phenomenon because akin to the heritage debate, a review of marketing literature points to a wide range of discussion on numerous marketing concepts. Marketing as a phenomenon has undergone many changes over the past several decades. The purpose of this chapter is also to identify recurrent themes in the terrain of marketing and conclude with a discussion of contemporary trends in heritage tourism marketing.
