Analysis of tourism Development indicators and their Relationship with communication at Cultural Heritage Sites

Abstract

Destinations are devoted to ruling them under sustainable development principles given by institutions such as UNWTO, UICN or ICOMOS. In this aim, strategic communication appears to reinforce them and bolster sustainable tourism development within the cultural tourism sphere. Nevertheless, in the field of communication, it is not always clear what is interesting to present to boost tourism development. In this sense, this study evaluates the opportunities for cultural heritage conservation, preservation, and promotion by analysing tourism development indicators and their relationship with communication. The methodology involves an in-depth exploration of cultural heritage interpretation and communication to achieve this aim, identifying good practices in communicating sustainability. The findings reveal promising avenues for utilising cultural heritage as a primary sightseeing vehicle for sustainable development using strategic communication. The implications of this study extend to fostering a symbiotic relationship among cultural tourism sites, Destination Management Organizations (DMOs), local communities and stakeholders to encourage visitor perception of cultural heritage for sustainability, thereby contributing to a more harmonious and sustainable tourism ecosystem.