R. Prentice, MOTIVATIONS OF THE HERITAGE CONSUMER IN THE LEISURE MARKET - AN APPLICATION OF THE MANNING-HAAS DEMAND HIERARCHY, Leisure sciences, 15(4), 1993, pp. 273-290
Citations number
55
Categorie Soggetti
Environmental Studies",Sociology,"Art & Humanities General","Mathematics, General
In this article the author considers motivations for heritage ''consum
ption '' as perceived by potential consumers. These motivations are de
fined as desired settings, experiences, and benefits in terms of the M
anning-Haas hierarchy of demand for outdoor recreation. The author inv
estigates how these motivations may be used as a means of segmenting c
onsumers in terms of their likely interest in different types of herit
age as leisure experiences. The analysis demonstrates that researchers
need to distinguish between the motivations for the consumption of di
fferent kinds of heritage and that it is insufficient to consider the
market for heritage as undifferentiated in terms of type of attraction
. The analysis is also used to show how further marketing insights may
be gained from including variables measuring consumers' interests in
the consumption of heritage. It compares the predictive power of on th
e one hand, variables measuring self-rated interest in heritage and re
ported leisure activity with, on the other, socioeconomic variables, a
s summary bases for the segmentation of heritage markets.