Abstract

Cultural heritage sites in the developing world have the potential to boost local economies if marketed more systematically. This research proposes a marketing plan for cultural heritage in a Southern Thai Town and develops a set of marketing guidelines for cultural heritage management. Using a mixed-methods approach, data was obtained from documents, interviews, and focus group meetings with individuals involved in heritage site marketing. The heritage-marketing model is presented in the form of action plans, consisting of five strategies for promoting marketing. The short-term guidelines for cultural heritage marketing management focus on the improvement and development of heritage site infrastructure. For the longer term, development should focus on service sector personnel, activities for creative learning, and the development of marketing channels and public relations to specific groups.