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A Model Of Marketing Product In Religious Heritage Sites: Case Study For The Monastery Of Hodos-Bodrog

Author

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  • Andreea STRÂMBU-DIMA

    (Bucharest University of Economic Studies)

Abstract

Religious Heritage Sites can benefit from adopting a marketing perspective. This paper's objective is to develop a new model of marketing product for Religious Heritage Sites. Retrieving some peculiarities from social marketing, and more specific the religious one, and from services marketing, and more specific the touristic one, the proposed model has been illustrated through a case study for the Monastery of Hodos-Bodrog. The proposed visitors' matrix for Religious Heritage Sites' shows different levels of consumers' interest and engagement that should be considered when creating the product, in order to offer something of interest for each category of customers. The core product is offered through tangible and intangible components, becoming the adopted product when changes appear in the the consumer's way of thinking and behaving. Yet, the Religious product is not only goods and services, but it uses these in order to create the finality product - the salvation -, while the finality product for Religious Heritage is the consumers' satisfaction. Adding some touristic and recreational activities, organized by third parties, to the product will create an experience that exceeds visitors' expectations. To illustrate and ensure a better understanding of the model, it has been applied to the Monastery of Hodos-Bodrog.

Suggested Citation

  • Andreea STRÂMBU-DIMA, 2021. "A Model Of Marketing Product In Religious Heritage Sites: Case Study For The Monastery Of Hodos-Bodrog," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(23), pages 1-10.
    • Handle: RePEc:alu:journl:v:2:y:2021:i:23:p:10
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    References listed on IDEAS

    as
    1. Throsby,David, 2010. "The Economics of Cultural Policy," Cambridge Books, Cambridge University Press, number 9780521868259.
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    3. Elodie Jarrier & Dominique Bourgeon-Renault, 2012. "Impact of Mediation Devices on the Museum Visit Experience and on Visitors' Behavioural Intentions," Post-Print halshs-01288238, HAL.
    4. Anca Dodescu, 2014. "Restoration And Sustainable Valorization Of Cultural Heritage And Regional Policy In North-West Region Of Romania. Case Study Of Revitalization Of The Oradea Fortress," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 195-203, December.
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    More about this item

    Keywords

    cultural product; Religious Heritage Site; cultural marketing; marketing; model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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