<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec><h3>Background</h3>
<p>Built heritage in developed tourism destinations presents a resource of attractiveness, and its presentation through digital technology impacts the perception of culture.</p>
</sec>
<sec><h3>Objectives</h3>
<p>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.</p>
</sec>
<sec><h3>Methods/Approach</h3>
<p>Qualitative and qualitative research methods were used as longitudinal research and structured interviews with decision-makers of the tourist destination.</p>
</sec>
<sec><h3>Results</h3>
<p>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.</p>
</sec>
<sec><h3>Conclusions</h3>
<p>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.</p>
</sec>
</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.

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

Business Systems Research Journal

This work is licensed under the Creative Commons Attribution 4.0 International License.

Background
Built heritage in developed tourism destinations presents a resource of attractiveness, and its presentation through digital technology impacts the...

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

Published Online: Sep 21, 2023

Page range: 72 - 92

Received: Jan 02, 2023

Accepted: Apr 24, 2023

DOI: https://doi.org/10.2478/bsrj-2023-0004

Keywords
Heritage buildings, Technologies, Online promotion, Smart destination

© 2023 Tamara Floričić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Published Online: Sep 21, 2023

Page range: 72 - 92

Received: Jan 02, 2023

Accepted: Apr 24, 2023

DOI: https://doi.org/10.2478/bsrj-2023-0004

KeywordsHeritage buildings, Technologies, Online promotion, Smart destination

© 2023 Tamara Floričić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Heritage buildings, Technologies, Online promotion, Smart destination