Edinburgh Napier University

  This chapter focuses on how revenue management might be suitable for use as a tool in developing the effective management of heritage visitor attractions (HVAs). It begins with an explanation of the terms to be used within the chapter and the challenges faced by managers at HVAs. It then provides a synthesis of existing research on the use of revenue management (RM) in visitor attractions in general and, more specifically, the challenges involved in its adoption in HVAs.
A case study on the National Trust for Scotland’s use of revenue management is provided as an example of a heritage organisation that makes increasing use of this management tool. The chapter concludes with a summary of the key issues in the adoption of revenue management in heritage visitor attraction management.