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the site management would be able focus on

the specific market segments.

5/ HERITAGE COMMUNICATION

AND MARKETING:

For effective promotion, the core product at

the heritage site needs to be preserved which

may limit the damage of due to any future

deterioration. Regular maintenance would

reduce scope for restoration, which would

otherwise restrict public access temporarily or

permanently. This would create malaise is the

minds of visitors and would reduce profits for

the managing organization. Therefore,

decision about restoration is to be made with

utmost case (Armitage and Irons, 2013).

Heritage marketing is a subset of marketing in

any other venture. The focus is mainly on the

customers and the role of the marketer is to

find out the customer (tourist) needs and

satisfying them. However, there is a clause of

protecting the heritage site in case of heritage

marketing. This suggests that heritage

marketing like marketing in general also aims

at creating and satisfying demands without

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