heritage is still considered as an emerging topic in tourism marketing literature, attempts to create a

convergence of brand heritage with other topics have started to gain foothold in the tourism

marketing literature. For example, from the longitudinal review

it is the concept that brings the two components in the definition (tourist or demand site and

attraction or supply side) together. As far as the supply side is concerned, authenticity is associated

with the intrinsic values (or uniqueness) and characteristics of the site (or the resource) and serves as

a pull factor. On the other hand, when looked from the Hudson (2013) in his conceptual paper

Brand heritage and heritage tourism published in Spring 2013 issue of the Boston Hospitality

Review suggested that the fields of brand heritage and heritage tourism are closely aligned by virtue

of their often overlapping theoretical foundations. The most significant shared elements are the

frameworks of both fields borrowed heavily

arly in the field of heritage tourism, the definition and preservation of identity of the

historical site is also a key theme. The second shared concept, nostalgia, refers to the sense

of longing for the past, a sentimental recollection of yesteryear, or a penchant for objects

or experiences that are associated with a prior era. Marketing literature related to older

brands and products as well as literature on heritage tourism have been discussing the

element of nostalgia extensively. Lastly, the third shared concept is that of authenticity The

literature review above reveals several frameowrk that liwl eb used ni teh earcsreerhs Pdh utsyd.

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dinetiidef yb Hdunso (2013) hwort a fhurtre iietatongivn