Selling culture to package tourists in The Gambia

Janet Thorne has published her report on Selling culture to package tourists: an exploration of demand for intangible cultural heritage excursions in The Gambia

She reports  that there is demonstrable demand amongst package tourists in The Gambia for intangible cultural heritage excursions � and conlcues that this is demand which tour operators are currently failing to meet. She argues that in order to to access this demand successfully, product development needs to encompass the full range of customer value, and packaging needs to overcome established negative preconceptions whilst emphasising the benefits of authentic and fun experiences which benefit local people.

A more innovative approach to excursion development, built on her report's recommendations, would benefit both local Gambians and tourists and produce a much more responsible form of tourism in The Gambia.

https://haroldgoodwin.info/uploads/Thorne%27SellingCulturetoPackageTouristsinTheGambia.pdf