Abstract
Over the past years more attention has been paid than ever to culture at Japanese inbound market. However, there seems to be little discussion on what actually constitutes culture. Objective of this study is to understand what Britain defines culture and how VisitBritain, Britain's Destination Marketing Organization, puts culture in business practice. According to literature review of‘ Culture and Heritage' that VisitBritain made and hearing survey toward VisitBritain, it was discovered that VisitBritain has identified pre-selected culture, and manages it to be marketed globally in an effective manner.
