This study has used the example of one literary and two artistic places in France to demonstrate some characteristics of cultural and heritage tourism. The introductory section to this paper identified a number of general themes which were intended as context for the case studies. In summary, these were that artistic and literary places attract visitors be- cause of the particular meanings or emotional values which people attach to them. These may derive from admiration for an artist or writer and his or her work, or have some deeper interpretation as Squire 9't° argued in her studies of Beatrix Potter. A second general theme was that of place promotion and the ways in which localities attempt to use a literary or artistic connection to attract visitors. The 'models' contained in Figures 1 and 2 were intended to set out the promotional processes in the forms of schemata.