Polytechnic University of Valencia Congress, ARQUEOLÓGICA 2.0 - 8th International Congress on Archaeology, Computer Graphics, Cultural Heritage and Innovation

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COMUNICACIÓN ESTRATÉGICA APLICADA AL DESTINO TURÍSTICOCULTURAL DE CARTAGENA (MURCIA- ESPAÑA)
María Dolores Teruel-Serrano, Maria José Viñals-Blasco

Last modified: 02-02-2017

Abstract


Arqueological heritage is presented as a development resource of tourism in Mediterranean destinations. The work of public managers to reach obtain balance in conservation-tourism is a challenge to achieve in the majority of heritage destinations. So that, among other tourist management tools, strategic communication through ICT offers a great value considering the behaviour of virtual approaches to heritage by users, in a planned manner, can well perform if objectives are assigned beyond the promotional or informational ones. Thus, in an attempt to futher focus on this topic, this research work was suggested as an objective to identify the communicative capacities of three tourist and cultural websites of Cartagena (Murcia-Spain). This was carried out by a methodological tool of analyses and evaluation (called Comunicative Eficiencia Survey). The results hightlight the potential of strategic communication and the opportunity to attribute it higher uses in heritage and tourism management.

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