Engaging and marketing to stakeholders in World Heritage Site management: a United Kingdom multiple case study perspective

ABSTRACT

This research addresses the limited studies which apply stakeholder theory to World Heritage Site (WHS) management and managerial theory to heritage management. WHS management highlights a context where sites rely on numerous interests uniting through goodwill. This is intensified by the multiple-ownership patterns which characterise many WHSs, necessitating a need for collective action. This study aims to explore how managers attempt to manage stakeholders and generate involvement and support. This study adopts a multiple case study approach, exploring three United Kingdom WHSs. Data were collected through interviews, documentation and physical artefacts. The analysis found that through representation, raising awareness and support, managers were able to generate stakeholder patronage. However, this required managers to look beyond informative engagement toward participatory means. Furthermore, the findings highlight the importance of the facilitators, time and money in successful stakeholder engagement. Lastly, conclusions, limitations and future research are offered. Underpinned by stakeholder theory, this paper contributes to the understanding of stakeholder engagement within WHS management and adds to limited empirical studies on multiple sites. This investigation found that engagement is constrained by managers’ limited time and resources. Furthermore, participatory engagement is essential in fostering stakeholders’ responsibility for site management and developing relationships with managers.

KEYWORDS:

• World Heritage
• World Heritage Site management
• stakeholders
• stakeholder engagement

Disclosure statement

No potential conflict of interest was reported by the author.

Notes

¹ The ‘Belper Ambassador Training Scheme’ encompassed business owners and their employees completing a 2-hour guided walk of their local town, educating them about the WHS and where local amenities and family activities could be located. Those who took part received a Derwent Valley Mills WHS vinyl for their shop window, specifying they were visitor friendly.

² Granny’s Green: With the support of EWH and ECC and a £25,000 grant, the Patrick Geddes Gardening Club converted an old disused space in the Grassmarket (Granny’s Green) into an active community space and garden. Graveyards Projects: Through community leadership, this project aimed to increase footfall and awareness of Edinburgh’s graveyards. Supported by EWH and ECC, these graveyards are to be community led and managed.

Additional information

Notes on contributors

Sean Lochrie

Sean Lochrie is an assistant professor in the School of Management and Languages at Heriot-Watt University, Dubai. His research interest focuses on the creation of custodianship behaviours within World Heritage Site management. His other research interests include research methodology, taverns and the economic development of the American West from 1800 to 1880 and Islamic gift-giving practises. He teaches over a number of courses which range from research methods to tourism.