مجلة العلوم الاقتصادية والتسيير والعلوم التجارية
Volume 18, Numéro 1, Pages 345-359
2025-06-30
Digital Marketing And Cultural Heritage: A Comparative Study Of The Impact Of Digital Content On Travel Intention
Authors : Laggoun Sihem . Mekideche Amine .
Abstract
This study explores the pivotal role of digital marketing in promoting cultural heritage tourism, a field gaining increasing relevance amid global digital transformation. Despite growing interest, a gap remains in understanding how digital strategies perform across diverse cultural and technological contexts. Aiming to bridge this gap, the research examines the influence of digital tools on tourists’ travel intentions through comparative case studies from Taiwan, Algeria, and other global destinations. Using a qualitative, interpretive approach, the study analyzes how factors like platform preferences, audience engagement, and institutional support shape marketing effectiveness. Findings reveal that while digitalization enhances trust and engagement, its impact varies significantly by context. The main takeaway emphasizes the need for culturally adaptive digital marketing strategies that harness both technological innovation and local relevance to maximize tourism potential and enrich heritage experiences.
Keywords
Cultural heritage ; Cultural tourism ; Digital marketing ; Virtual tours
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