Enhancing Digital Promotion of Cultural Attractions: Assessing Websites, Online Marketing Tools and Smart Technologies

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-09-01 DOI:10.2478/bsrj-2023-0004

Tamara Floričić, Irena Šker, Hermina Maras Benassi

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引用次数: 0

Abstract

Abstract Background Built heritage in developed tourism destinations presents a resource of attractiveness, and its presentation through digital technology impacts the perception of culture. Objectives The paper aims to determine opportunities for further development of digital promotion of cultural attractions by identifying the potential of websites, online marketing tools and smart technologies implemented by tourism attraction decision-makers. Methods/Approach Qualitative and qualitative research methods were used as longitudinal research and structured interviews with decision-makers of the tourist destination. Results Positive developments in implementing the digital promotion of cultural heritage during and after the pandemic are evident, but not fast enough considering the accelerated development of new smart technologies. At the same time, decision-makers recognise the importance of the digital promotion of cultural heritage. However, they are still unfamiliar with the possibilities of smart technology to affirm the digital promotion of cultural heritage. Conclusions The paper points to the conclusion of how the advantages and potentials of developing a smart culture in destinations, recognised as a strategic policy of development, are implemented in the digital marketing of heritage sites.

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加强文化景点的数码推广:评估网站、网上营销工具和智能技术

发达旅游目的地的建筑遗产是一种具有吸引力的资源，其通过数字技术的呈现影响着人们对文化的感知。本文旨在通过识别旅游景点决策者实施的网站、在线营销工具和智能技术的潜力，确定进一步发展文化景点数字推广的机会。方法采用定性研究和定性研究相结合的方法对旅游目的地决策者进行纵向研究和结构化访谈。结果疫情期间和疫情后文化遗产数字化推广取得积极进展，但考虑到新智能技术的加速发展，进展还不够快。与此同时，决策者认识到文化遗产数字化推广的重要性。然而，他们仍然不熟悉智能技术确认文化遗产数字化推广的可能性。本文的结论是，作为一项战略发展政策，如何将目的地发展智慧文化的优势和潜力应用于遗产地的数字营销。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.