Marketing ‘Literary England’ beyond the special interest tourist

Ingram, Claire; Themistocleous, Christos; Rickly, Jillian M.; McCabe, Scott

Abstract

The paper examines the likelihood of mainstream (US general sample) and special interest tourists (US literary society members) travelling to English literary tourism destinations. The study applied a mixed methods approach comprising a correlational study of two comparative consumer surveys together with interviews with travel agents. Findings indicate that literary society members have a greater propensity to visit literary tourism destinations. However, they are more likely to visit when familiar with the associated book or film, whereas the general tourist is prepared to visit regardless. Moreover, literary society members profess a greater preference for independent travel than mainstream tourists when travelling internationally. This paper thus offers implications for how 'Literary England' can be better promoted to different market segments.

Citation

Ingram, C., Themistocleous, C., Rickly, J. M., & McCabe, S. (2021). Marketing ‘Literary England’ beyond the special interest tourist. Annals of Tourism Research Empirical Insights, 2(2), 1-10

• Journal Article Type: Article
• Acceptance Date: Apr 29, 2021
• Online Publication Date: May 8, 2021
• Publication Date: 2021-11
• Deposit Date: May 10, 2021
• Publicly Available Date: May 26, 2021
• Electronic ISSN: 2666-9579
• Peer Reviewed: Peer Reviewed
• Volume: 2
• Issue: 2
• Article Number: 100018
• Pages: 1-10
• Keywords: Literary tourism; destination marketing; special interest tourist; mainstream tourist; international tourism
• Public URL: https://nottingham-repository.worktribe.com/output/5522814
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S2666957921000094