Using social media as historical marketing tool for heritage sites in eastern New York State

Abstract

Heritage tourism marketing has been studied around the globe with many different areas of focus. This study examines heritage site marketing techniques in New York State and uses three research objectives: (1) to determine what marketing techniques are currently being used by heritage sites (2) examine how the heritage sites use social media and (3) determine social media best practices for heritage sites and recommendations for improvement. Findings show that New York State heritage sites primary use word of mouth marketing, relationship marketing, and emarketing. Social media is used to communicate mostly with adults and seniors but do not focus heavily on millennials which is a major issue as identified in the study. Finally, the preferred social media platforms used by heritage sites are websites and Facebook, which are effective tools for visitor engagement, marketing events, programs and exhibits, and attracting new visitors.