The Effectiveness of Event Days as a Strategic Marketing Tool for the National Trusts Heritage Sites

Abstract

This dissertation is for further understanding the effectiveness of event days as a strategic marketing tool for the National Trusts heritage sites. It was established that more organisations are beginning to use events as a strategic marketing tool, so it was interesting to see how a heritage organisation, like the National Trust, understood the benefits of using event days. The objectives set for the dissertation, focused on important aspects of the topic and provided the dissertation with structure. Through these, the study has provided an explanation and answer to how event days are an effective strategic tool for the future protection of National Trust heritage sites. Primary and secondary research methods were used to enable an abundance of results, which were then explored to provide the study with clear key themes. The chapters consist of relevant academic literature that was deliberated and related back to the overall aim and objectives. A total of 100 participants, with the relevant criteria, completed a questionnaire to obtain visitor results for the study. A semi-structured interview, between the researcher and a staff member at the National Trust, presented the study with more appropriate findings. All the results gathered were then analysed. In the key themes, the qualitative and quantitative data was displayed through a variety of figures throughout. The results were able to provide clear similarities and links between participant answers and the academic literature. This then was used to help to fulfil the objectives of the study which subsequently answered the research question. From the findings, it was conclusive that event days were an extremely effective strategic marketing tool and helped protect National Trust through promotion, influence and education