Evaluación de la eficiencia comunicativa de los sitios web del destino arqueológico-patrimonial de Cartagena (España)

Abstract

Archaeological heritage is presented as a driven force of tourism in Mediterranean destinations. To obtain a balance between heritage conservation and tourism development is a challenge to achieve in most of heritage destinations. For this, it is proposed to grant to strategic communication through the Information and Communications Technology(ICT) greater valuation whether appropriate objectives are assigned beyond promotional or informative. Thus, this research work is devoted to identifying the capacities for strategic communication of three tourist and cultural heritage websites of Cartagena (Murcia, Spain) through a methodological analysis and evaluation resource called “Communicative Efficiency Questionnaire”(CEC).This instrument is based on three analysis criteria and consists of 11 indicators and 36 variables that demonstrate the communication efficiency of ICT and its relationship with tourism. The first analysis criterion focuses its attention on tourism-heritage relations. In this sense, it is concerned with promoting the necessary tools to manage tourism efficiently, responsibly and sustainably based on the local context and the needs of the managed population. The second analysis criterion seeks to know if the heritage site is concerned with the involvement of the stakeholders and local communities in management and that they have the knowledge and professional skills to carry out their work properly. Finally, the third analysis criterion assess whether the website includes interpretative messages that contribute to the appreciation of the public and residents about the heritage. This criterion is developed by six indicators and is very important for the CEC since they focus on the analysis of the importance of the information and its transmission through the websites. The results highlight the potential of strategic communication and the opportunity to attribute it higher uses in touristic and cultural heritage management aspects.

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