Digital Tourist Image and Strategy for World Heritage Candidacy
Keywords:
Digital marketing, Social Media, user-generated content, World Heritage Site, Destination image, Online ReviewsAbstract
UNESCO World Heritage Site (WHS) designation brings international recognition to culturally significant sites, enhancing their appeal to global tourism markets, fostering economic growth, and supporting cultural conservation. The Turó de la Seu Vella in Lleida, Catalonia, Spain, is a culturally and architecturally significant site featuring the Seu Vella Cathedral, a symbol of Lleida’s medieval heritage. Despite its importance, it has not yet attained UNESCO WHS status, which would enhance its cultural value and tourism appeal. This study examines the monument’s digital image. It provides an analysis of its projected image on social media and official websites alongside its perceived image through 1,213 TripAdvisor reviews. Results indicate high visitor satisfaction but a limited emphasis on WHS candidacy in digital narratives, suggesting a cautious communication strategy. The study underscores the role of digital marketing in promoting cultural heritage, offering strategies for leveraging online platforms to enhance cultural preservation and sustainable tourism development.
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