Marketing ‘Literary England’ beyond the special interest tourist

Ingram, C., Themistocleous, C., Rickly, J. M. and McCabe, S. (2021) Marketing ‘Literary England’ beyond the special interest tourist. Annals of Tourism Research Empirical Insights, 2 (2). 100018. ISSN 2666-9579 doi: 10.1016/j.annale.2021.100018

Abstract/Summary

The paper examines the likelihood of mainstream (US general sample) and special interest tourists (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 !lm, whereas the general tourist is prepared to visit regardless. Moreover, literary society members profess a greater preference for independent – over organised – travel than mainstream tourists when travelling internationally. This paper thus offers implications for how ‘Literary En- gland’ can be better promoted to different market segments.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/98056
Identification Number/DOI	10.1016/j.annale.2021.100018
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Elsevier
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