The tourist–historic city, retrospect and prospect of managing the heritage city, by G. J. Ashworth and J. E. Tunbridge. Pergamon, Elsevier Science Ltd, Oxford, 2000 No. of pages: 344. Price Euro 70.34 US $75 (hardback). ISBN 0-08-043675-7.

✍ Scribed by Bernadette Quinn

• Publisher: John Wiley and Sons
• Year: 2002
• Tongue: English
• Weight: 52 KB
• Volume: 4
• Category: Article
• ISSN: 1099-2340
• DOI: 10.1002/jtr.368

✦ Synopsis

marketing mix and the importance of market segmentation. Product formulation is identi®ed as the most important aspect in this mix, and the authors start out by stating that Ð for the tourist Ð the product covers the complete experience from planning to trip completion, but the chapter itself tends to de®ne product' in the much more traditional and narrow sense. Little is said about how a product' can be turned into an `experience', and the further readings also do not point the reader in the direction of the burgeoning literature in this regard.