Strategies for Branding Cultural Tourism

Rodolfo Delgado*
Tokai University*


Abstract: Cultural Tourism is one of the largest and fastest growing markets in the tourism industry. Cultural attractions are often used to brand and position the country’s tourism competitiveness. Cities and local communities are working together to increase access to cultural attractions and demonstrate its uniqueness, creativeness and innovation to attract domestic and international tourists to cultural attractions.
“Failte Ireland (2012) talks about the need to create memorable moments to make the customers feel valued, by providing the right products, right quality, right time, and right place. Cultural tourists have been described as creative tourists (Lord, 2002) where experiences must be provided to allow visitors to experience their creativity”. (Du Cros, H. & Mckercher, B, 2015).
This paper will discuss about the necessary strategies for branding cultural tourism to position attractiveness, uniqueness, experience, and find creative ways to continue to attract tourists in this segment of tourism. Thousands of tourists are highly motivated to visit cultural attractions and many museums and art galleries are available to national and international tourists interested in cultural attractions. Meanwhile, cultural tourist assets are at risk by an excessive number of visitors, therefore, it compromises its human carrying capacity and the sustainable development of these cultural sites.

Keywords: Cultural, Tourism, Attractions, Brand, Strategies, Segment, Position, Sustainable, Development.




International Institute of Organized Research
Thomson Reuter’s Emerging Sources Citation Index (ESCI)


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