Dreams, Schemes and Castles: Can Entrepreneurial Input Benefit A Heritage Tourism Resource?

This paper examines the integration of entrepreneurial thinking and the elements of marketing strategy in attracting visitors to Grampian region’s castles, focusing specifically on the current tourist initiative of the ‘Castle Trail’. Firstly, the nature of a heritage tourism resource is highlighted. Secondly, the role of entrepreneurship in not for profit organisations is considered. Lastly, the paper explores the need to include entrepreneurial activities in the development of a marketing plan for maximising the potential of the north-east’s heritage tourism resources. It is demonstrated that this approach will allow for the creation of a fundamentally distinctive image that will contribute to the overall success of the initiative. The central hypothesis is that the marketing of Grampian region’s prime heritage asset is at present inadequate and new initiatives are required to link marketing principles with entrepreneurial practice. This is supported by primary research findings, where it is demonstrated that a rethinking of the current strategy is much needed. The primary research consists of both interviews and questionnaires. The findings of this research are then combined with the findings of the secondary research, the literature review, and together they provide the framework for a number of recommendations. These include the need to improve road signposting, to extend opening times, and make greater use of sales promotion. A more creative approach can also allow for greater exploitation of new opportunities, particularly in the context of the augmented product. The final conclusion is that there is significant public interest and support for promoting the region’s castles as a major tourist asset, but that at present the potential to promote the region is being clearly under utilised.