Through an analysis of the existing literature and existing practices within the cultural/heritage tourism industry, Chhabra (community resources and development, Arizona State U.) seeks to
construct a marketing strategy framework for the heritage industry that is grounded in principles of sustainability that allow for the successful balancing of the often conflicting goals of
providing entertainment to a mass audience, promoting civic engagement, and acting as custodians of tangible and intangible heritage. After an exploration of the dynamics of heritage tourism,
marketing, and sustainability, Chhabra presents his "Strategic Sustainable Heritage Tourism Marketing Model," which addresses such issues as local community involvement and benefits,
authenticity and conservation, economic viability, market segmentation and research, partnerships and collaboration, environment analysis, and the communication mix, and then applies it to the
settings of museums, historic house museums, heritage hotels and resorts, heritage festivals, and heritage tourism merchandise. Annotation 穢2010 Book News, Inc., Portland, OR (booknews.com)
