Marketing literary England to the US traveller

Themistocleous, Christos; Ingram, Claire; Rickly, Jillian; Mccabe, Scott

Abstract

This paper examines English literary tourism through the eyes of the bibliophile and non-bibliophile. It adopts an inductive between-subjects experimental design to investigate the likelihood of a general sample of the US population visiting literary attractions compared to that of US literary society members. The findings suggest that literary society members are aware of English literary destinations and are likely to visit independently these sites regardless of prior knowledge of the associated literary work. Non-members-once made aware of destinations-will also visit independently but demonstrate greater tendency to do so if they've read or watched the related book or film. By understanding the stimuli driving each group to engage (or not) in literary tourism, this paper gives rise to important implications for how the tourism industry can better market 'Literary England' to different segments so as to best capitalise on the US outbound market.

Citation

Themistocleous, C., Ingram, C., Rickly, J., & Mccabe, S. (2019, September). Marketing literary England to the US traveller. Presented at 8th Advances in Tourism Marketing Conference (ATMC), Namur, Belgium

• Presentation Conference Type: Conference Paper (published)
• Conference Name: 8th Advances in Tourism Marketing Conference (ATMC)
• Start Date: Sep 4, 2019
• End Date: Sep 7, 2019
• Acceptance Date: May 20, 2019
• Online Publication Date: Sep 7, 2019
• Publication Date: Sep 7, 2019
• Deposit Date: Nov 18, 2019
• Publicly Available Date: Nov 27, 2019
• Pages: 1-7
• Public URL: https://nottingham-repository.worktribe.com/output/3323185
• Related Public URLs: https://www.atmcconferences.com/
• Contract Date: Nov 18, 2019