Influence of Communication Infrastructure on Visitation of Selected UNESCO Locations

Abstract

Marketing and communication strategies of UNESCO World Heritage sites have the potential to address the dual need for presentation in conjunction with site conservation. The presented article aims to determine the multi-year trends of the influence of individual marketing communication tools on the attendance of selected UNESCO objects, to map the level and quality of the application of communication infrastructure in the cultural heritage environment and to derive propositions for individual solutions aimed at improving the level of communication infrastructure and increasing the attendance of selected UNESCO objects. We use quantitative methods that we initiated in selected UNESCO objects for analysis and subsequent evaluation of the current state. The main contribution of this study is suggestions for improving the level of communication infrastructure. Among the areas where it is necessary to apply changes, we have identified the presence of the entire region, raising awareness through an annual event, blog marketing, influence marketing and social media.