Marketing our heritage for tourist purposes: The Lacemaking Collection in the Museum of Škofja Loka

This article will present a model of a modified marketing mix. It consists of a product, price, place, marketing communication, people, physical evidence, procedures, and expert starting-points. Ensuring professional correctness when dealing with elements of tangible and intangible heritage, these starting-points are based on findings obtained from studies of culture and the way of life. The model makes it possible to market heritage on a highly professional level ensured by experts and to include it in the tourist offer. The model has been applied to a concrete case study, namely The Lacemaking Collection in the Museum of Škofja Loka.