Marketing ‘Literary England’ beyond the special interest tourist

The paper examines the likelihood of mainstream (US general sample) and special interest tourists (literary society members) travelling to English literary tourism destinations. study applied a mixed methods approach comprising correlational two comparative consumer surveys together with interviews travel agents. Findings indicate that members have greater propensity visit However, they are more likely when familiar associated book or film, whereas tourist is prepared regardless. Moreover, profess preference for independent – over organised than internationally. This thus offers implications how ‘Literary England’ can be better promoted different market segments.