Cultural Tourism and Cultural Heritage Connected with Digital Marketing in Western Macedonia

Abstract

AbstractCulture and cultural organizations are directly linked to the course of a place. Culture also influences travelers, causing a wave of cultural tourism. Many archaeological sites throughout Greece are of particular interest and are visited by Greeks as well as foreign visitors. However, technological development and the continuous spread of social media, in combination with the evolution and change of marketing to digital marketing, is expected to raise the question of whether cultural tourism can be connected to the digital form of marketing. By carrying out a research questionnaire, we aimed to study how culture and cultural monuments in the region of Western Macedonia are connected with promotion, advertising, and marketing in the digital space to boost cultural tourism in the region. The total convenient sample comprised 412 responses, with the majority coming from the wider area of Western Macedonia. The purpose of our research is to approach, understand, and present the necessity of connecting cultural heritage to the development of technology. As a result, we obtain the drawing of conclusions about the behavior of individuals regarding cultural tourism. Cultural organizations using social media can promote their work and achieve interaction with their audience.