Together Through Life—an exploration of popular music heritage and the quest for re-enchantment

Set against the backdrop of the historical shift from modernity into postmodernity, this article explores the growing importance of music destination tourism for the baby boomer generation in their quest for personal and social meaning. The study is multidisciplinary in nature, drawing on writings on music tourism, consumer behaviour, sociology and various strands of the marketing literature. The focus of the study is the marketing of music heritage sites associated with a range of artists representative of the rock genre, namely Buddy Holly, Elvis Presley, Bob Dylan and The Beatles. Findings draw on field visits consisting of participant observation and key informant interviews with stakeholders representing both commercial and not-forprofit organizations. They illustrate the iconic, even quasi-religious, nature of the representation of these artists through the staging of the sites, highlighting the importance of nostalgia, authenticity and sensitivity to the naturalistic nature of the experience. Marketing approaches and implications for experiential authenticity are discussed, and the views of private and public sector representatives contrasted.