Strategically Managing Sustainable and Innovative Business Development in Uncertain Times: An Exploratory Study of Botanic Gardens.

Catahan, Nick and Woodruffe-Burton, Helen (2017) Strategically Managing Sustainable and Innovative Business Development in Uncertain Times: An Exploratory Study of Botanic Gardens. The 50th Academy of Marketing Conference, Freedom Through Marketing: Looking Back, Going Forward., 3rd July 2017 - 6th July 2017, Hull University Business School, ISBN 978-1-5272-1271-8.

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Abstract

The purpose of this study is to explore the provision, experiences and perceptions of 3 similar Botanic Gardens (BGs) across the UK; to explore and inform their heritage marketing and management efforts. Botanic Gardens (BGs) are faced with a range of challenges regarding sustainability and innovation due to funding cuts, changing roles and the need for strategic management approaches. Online resources directly linked to these 3 BGs (company websites, Trip Advisor, Facebook and Twitter), and transcripts of free-flowing discussion with stakeholders (representatives of international and UK national BGs; staff and volunteers of these 3 BGs) form the data sources. Content analysis of such data sources follows qualitative methodology techniques utilising a combination of manual and automatic text analysis; to highlight strengths and areas for development. It is hoped that this study will extend across the broader BG industry at both a national and international level, and contribute to sustainable heritage tourism and visitor attractions management paradigms.

Item Type: Conference or Workshop Item (Proceedings)
Additional Information: AM2017 Conference Proceedings Academy of Marketing Annual Conference Proceedings 2017. Freedom Through Marketing: Looking Back, Going Forward.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Business and Management
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Date Deposited: 12 Jun 2017 14:53
URI: http://repository.edgehill.ac.uk/id/eprint/9051

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