What Marketing Strategy for Sacred Geometry Discoveries to Make Archaeotourism Work?

Mulaj, Isa (2015): What Marketing Strategy for Sacred Geometry Discoveries to Make Archaeotourism Work?

Abstract

Archaeotourism can take place in two main forms: i) on site or locations of discoveries; and ii) assembling the discoveries into museums or exhibitions. Given that the first option in Kosovo has not proven viable, a marketing strategy went on to be explored for the latter in broad terms by taking into account Bronze Age artifacts with engravings from the sacred geometry discovered by the Author of this paper during 2013-14, which were the work of ancient Illyrians. Yet, the results suggest a third alternative of archaeotourism development, and that is the interest by respective foreign scholars, institutions, and foundations by using Long Tail marketing approach. The paper interprets some astrological metaphors of sacred geometry in literature review, but draws conclusions from archeological discoveries.

• Item Type: MPRA Paper
• Language: English
• Keywords: Kosovo, Bronze Age, sacred geometry, archaeotourism, marketing strategy
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q5 - Environmental Economics > Q57 - Ecological Economics: Ecosystem Services ; Biodiversity Conservation ; Bioeconomics ; Industrial Ecology; Z - Other Special Topics > Z1 - Cultural Economics ; Economic Sociology ; Economic Anthropology > Z11 - Economics of the Arts and Literature

References

Aitchison, K. (2004). “Supply, demand and a failure of understanding: addressing the culture clash between archaeologists’ expectations for training and employment in 'academia' versus 'practice’”, World Archaeology, Vol. 36, No. 2, pp. 203‐19.

Aitchison, K. & Rocks-Macqueen, D. (2013), Archaeology Labour Market Intelligence: Profiling the Profession 2012-2013, Mountain View: Landward Research Ltd.

Art Newspaper (2014). Visitor Figures 2013: Exhibition and Survey Attendance Survey, Events, Politics and Economics Monthly, (23) 256, Allemandi: U.&Co Publishing.

Baram, U. & Rowan, Y. (2004). Archaeology after Nationalism: Globalization and the Consumption of the Past. In U. Baram & Y. Rowan (eds.). Marketing Heritage: Archaeology and the Consumption of the Past (pp. 3-21). Oxford: Altamirapress.

Butler, R. (2006), “Volatile demand for tourism?: We can only market effectively to what we know, rather to what we imagine”, in Keller, P. & Bieger, T. eds., Marketing Efficiency in Tourism: Coping with Volatile Demand, International Association of Scientific Experts in Tourism, Berlin: Erich Schmidt Verlag, pp. 13-22.

Carroll, D. B. (2013). Sacred Geometry and Spiritual Symbolism: The Blueprint for Creation. Virginia: 4th Dimension Press.

Croucher, S. K. & Lindsay, W. (2011) eds., The Archeology of Capitalism in Colonial Context: Postcolonial Historical Archaeologies, New York: Springer.

Dallas, C. (2007). Archaeological Knowledge, Virtual Exhibitions and the Social Construction of Meaning. In P. Moscati (ed.). Virtual Museums and Archaeology: The Contribution of the Italian National Research Council (pp. 31-63), 6th ed., Firenze: All’Insegna giglio.

Evans, N., Campbell, D.& Stonehouse, G. (2003). Strategic Management for Travel and Tourism. Oxford: Routledge.

EGMUS (2004). A Guide to European Museum Statistics, Hagedorn-Saupe, M. and Ermert, Salex eds., Berlin: EGMUS.

Hamilakis, Y. and Duke, P. (eds.) (2007). Archaeology and capitalism: from ethics to politics, Walnut Creek: Left Coast Press.

Lawlor, R. (1982[2002]). Sacred Geometry: Philosophy and Practice. London: Thames & Hudson Ltd.

Lew, A. A. (2008), “Long Tail Tourism: New Geography for Marketing Niche Tourism Products”, Journal of Travel & Tourism Marketing, Vol. 25, No. 3-4, pp. 409-419.

Melchizedek, D. (1999). The Ancient Secret of Flower of Life, (1), Flagstaff, AZ: Light Technology Publishing.

Melchizedek, D. (2000). The Ancient Secret of Flower of Life, (2), Flagstaff, AZ: Light Technology Publishing.

Mulaj, I. (2014). Why Archaeological Tourism does not Work?: Evidence from Two Discoveries in Kosovo. In N. Kozak & M. Kozak (eds.), 3rd Interdisciplinary Tourism Research Conference (pp.207-2013). 03 - 07 June 2014, Istanbul, Ankara: Anatolia.

Pasonen, J. (2013), Developing Market Segmentation in Tourism: Insights from a Finnish Rural Tourism Study, Dissertation in Social Sciences and Business Studies No. 59, Joensu: University of Eastern Finland.

Shimmel, A. (1993). The Mystery of Numbers, New York: Oxford University Press.

Sholem, G. (1949). “The Curious History of the Six-pointed Star: How the ‘Magen David’ became the Jewish Symbol?”, Commentary, Vol. 8, pp. 243-251.

Windsor, R. R. (2003). From Babylon to Timbuktu: A History of the Ancient Black Races Including the Black Hebrews. 19th ed., Atlanta, GA: Windsor Golden Series.