Optimising marketing communication processes in cultural tourism

Marketing communication is becoming a crucial factor in the competitiveness and sustainability of heritage sites. This article aims to analyse and optimise marketing communication processes in selected heritage institutions, focusing on strategies that enhance visitor engagement and long-term audience development. The research adopts a qualitative approach through semi-structured interviews with managers responsible for communication. Results reveal notable differences in the levels of personalisation, interactivity, and digital tool usage across the sites studied. While some institutions mainly rely on social media and interactive formats, others continue to focus on traditional channels and local partnerships. The analysis further demonstrates that strategies rooted in visual appeal, personalisation, and interactive communication are more effective in fostering loyalty and encouraging repeat visits. Additionally, a lack of adaptation to foreign audiences has been identified, highlighting the need for multilingual services and accessible digital content. The article offers recommendations for enhancing marketing communication management to boost competitiveness and secure the sustainable position of heritage sites within the international cultural tourism market.