Practitioner Perspectives on Arts Tourism Marketing

Explores the issue of arts marketing, specifically in the UK, through a review of the literature on marketing in the public sector and its application to the linked arts and tourism industries; interviews twenty arts marketers from a range of venues and distils nine key themes from the data generated - from 'is arts marketing different?' and 'marketing the arts is heresy' to the techniques in use and criticisms of arts marketing. Discusses the differences between commercial and arts marketing, and the difficulties posed by the uniqueness of the product and the political/funding situation.