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Affirmation of Cultural Heritage Digital Promotion within Smart Destination Concept

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022

Author

Listed:
  • Florcic, Tamara
  • Šker, Irena
  • Maras Benassi, Hermina

Abstract

The paper explores the perspectives of implementing digital, online promotion within the concept of smart destination development, aiming for the competitiveness that innovative tools and systems enable. Built heritage in developed tourism destinations presents an attractive resource, and its presentation through digital technology impacts culture's perception. With the development of new technologies and the adoption new digital and tourism trends, e-tourism cultural heritage promotion represents a significant challenge for destinations. Research design includes the identification of cultural heritage in tourism destinations followed by the longitudinal study, the research of progress in technology implementation, and an analysis of key tools for digital promotion. Several aspects are explored: online promotion, digitalization of heritage, and WiFi coverage for social networks' real-time streaming. Qualitative and quantitative methods aim to contribute new knowledge about the important use of online digital tools. The paper points to how the advantages and potentials of developing a smart culture in a destination, recognised as a strategic policy of development, are implemented in the digital marketing of heritage sites.

Suggested Citation

  • Florcic, Tamara & Šker, Irena & Maras Benassi, Hermina, 2022. "Affirmation of Cultural Heritage Digital Promotion within Smart Destination Concept," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 154-168, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr22:268323
    DOI: 10.54820/entrenova-2022-0015
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    References listed on IDEAS

    as
    1. Kim Boes & Dimitrios Buhalis & Alessandro Inversini, 2015. "Conceptualising Smart Tourism Destination Dimensions," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 391-403, Springer.
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    More about this item

    Keywords

    Heritage buildings; Technologies; Online promotion; Smart destination;
    All these keywords.

    JEL classification:

    • I25 - Health, Education, and Welfare - - Education - - - Education and Economic Development
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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