Innovative technology in the revitalization of art marketing communication in cultural institutions

Abstract

Currently – and more than ever – we are witnessing a rapid rise of digital transformation of hybrid means of communication in cultural and historical monuments. As a result of the recent uncomfortable situation, cultural and historical sites re-evaluated their rigorous attitudes towards contemporary modernity. Thanks to these changes, they vehemently entered a prosperous phase of technological progress. It is mainly the Slovak castles, which can be identified as museum exhibits that have shown that they are able to respond to the current visitor needs, which are triggered by their demand. However, it is debatable whether such congruences are reliable, effective, valuable and profitable from the point of view of art marketing and art marketing communication. For this reason, the aim of this scientific study was to find out what marketing and communication tools are used by select Slovak cultural and historical monuments in the context of support, development and revitalization of art marketing communication. We will also look into whether Trenčín Castle, Čachtice Castle and Beckov Castle consistently prefer the interaction and participation with visitors through traditional digital communication media only, or whether they simultaneously employ other more sophisticated interactive tools, such as extended (augmented) reality, which is influenced by artificial intelligence. We collected our data through preselected research methods. The case study as a qualitative method (strategy) was the primary technique for collecting empirical data. This was supplemented with other compatible methodological partialities, such as observation, interview and subsequent analysis, and interpretation and comparison of data.