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.
Zahvaljujući svojoj poziciji na Jadranu i Mediteranu, Istra jetijekom stoljeća bila posjećena od strane brojnih europskih putnika, kojimaje njezina bogata antička baština služila kao inspiracija za stvaralaštvo.Razvojem modernoga turizma polovicom 19. stoljeća na istarskompoluotoku razvijaju se prve moderne turističke destinacije, odnosnoklimatska lječilišta. Cilj je rada analizom sekundarnih izvora istražitipovijesni razvoj turizma grada Poreča, jedne od danas najpoznatijihturističkih destinacija u Hrvatskoj. Prvi dio rada posvećen je analizi ranihputopisa i putnika koji su, od kasnoga srednjeg vijeka i renesanse pa sve do19. stoljeća, posjetili i opisali grad Poreč. Glavni dio rada detaljno analizirapovijesni razvoj turizma na području grada Poreča od polovice 19. stoljećado Drugoga svjetskog rata. To je period koji označava početak modernogaturističkog razvoja grada; objavu prvih turističkih vodiča, organiziraneposjete grada te razvoj moderne turističke infrastrukture. Naglasakistraživanja stavljen je na analizu razvoja Poreča kao destinacije ljetnogamorskog kupališta i klimatskoga lječilišta, što ukazuje kako se Poreč prijeviše od sto godina razvijao kao cjelogodišnja destinacija posebnih oblikaturizma.
The COVID-19 pandemic has presented challenges for public museums in Croatia. This study examines how museum management and professionals have responded to the closure of museums during the pandemic by exploring digital initiatives and online engagement with remote audiences. The authors analysed data from 162 Croatian museums registered in the Museum Documentation Centre in Zagreb to investigate the relationship between socioeconomic and demographic indicators and museums’ digital activities using multiple regression analysis. The findings revealed that half of the museums in the sample were active online, with social media being a commonly used platform. Interestingly, museums with a stronger online presence, lower regional unemployment rates, and a lower tourism development index were more likely to engage in activities during the pandemic. The authors conclude with recommendations for museum management and governance to embrace digital acceleration and adapt to the digital age. The study findings hold significant relevance for museums preparing for future pandemics or crises as they highlight the importance of digital initiatives and online presence in ensuring continued engagement with audiences during periods of closure. By leveraging digital tools and platforms, museums can overcome physical limitations and effectively reach remote audiences, thereby enhancing their resilience and adaptability in times of crisis. This study contributes to the understanding of museums’ digital transformation in response to the COVID-19 pandemic and provides valuable insights for museum practitioners, policy-makers, and researchers to shape future strategies. Further research could explore the long-term impacts of digital initiatives on museums’ sustainability and visitor engagement beyond the pandemic context.
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