Evaluating the communication efficiency of the websites at the archaeological and heritage destination of Cartagena (Spain)

María Dolores Teruel, María José Viñals

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.


Keywords

strategic communication; heritage resources; tourist management; websites; Information and Communications Technology(ICT)

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References

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