Abstract
Cultural tourist attractions seem to be overshadowed by scenery attractions in Norway. When tourists visited the new Opera in Oslo in the summer of 2008, they walked on the roof and looked out on the Oslo fjord. This research is concerned with market communication for cultural tourist attractions. Specifically, off-the-shelf versus tailor-made communication is discussed. We evaluated ten popular Norwegian tourist attractions, which were selected for a study of how attractions may adapt their marketing and market communication strategies to international target groups.
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Rosendahl, T., Gottschalk, P. (2015). Tourist Attractions in Norway: An Exploratory Study of Market Communication Strategies. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_8
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DOI: https://doi.org/10.1007/978-3-319-18687-0_8
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