Marketing medieval heritage - spatial consumption

A significant gap exists in the conceptual approach to marketing medieval heritage, particularly in enabling visitors to fully experience and appreciate the urban landscape's architectural value as a cohesive whole. The study of Tallinn Old Town, Estonia, reveals that current tourism strategies fail to provide an integrated narrative or framework for spatial consumption, limiting both tourist engagement and the preservation of historical integrity. Using a mixed-methods approach—analyzing tourism literature, maps, and observational data—the research underscores the need for structured information systems that guide visitors through the heritage site's symbolic capital, enhancing its cultural and economic value. This finding carries critical implications for urban planners and marketers, emphasizing the importance of unified storytelling in heritage conservation and destination branding.

Michelson, A. (2012). Marketing medieval heritage - spatial consumption. Acta Universitatis Bohemiae Meridionalis, 14(2), 89–94. https://doi.org/10.32725/acta.2011.026