Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

Michal Lukáč,Katarína Stachová,Zdenko Stacho,Gabriela Pajtinková Bartáková,Katarína Gubíniová

doi:10.3390/su13158191

Michal Lukáč, Katarína Stachová + Show 3 more

Open Access

https://doi.org/10.3390/su13158191

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Abstract

Based on the OECD research from 2020, tourism is one of the biggest and fast-growing sectors of the world economy. Tourism plays a key role in job creation as well as in added value creation. In 2018, the revenue from tourism in Slovakia totaled EUR 2.7 billion, which is EUR 4.7% more than the year before, where the mentioned refers to 3% GDP and 27.6% of the services-related exports. The authors drew their attention to identifying some marketing communication tools’ impact on the castle museum attendance in Slovakia and analyzed the degree and dynamics of the communication structure implementation in the context of cultural heritage. In general, 5840 cultural tourists were interviewed during three restricted cycles: 2006–2009, 2011–2014, and 2016–2019; the interviewing was held through the questionnaires only during the summer seasons. The study herein shows that the quality perception of the carried out offline marketing communication activities and the visit intention itself have significant influence on the interest of customers in repeated visits to castle museums.

Highlights

Tourism is a dominant source of jobs on a global level [1], and there is a meaningful quantity of indirect work engagement in construction and infrastructure development, along with the work of providing food, drinks, and souvenirs to tourists [2].All cultural agents participate in the production and distribution of cultural goods and services, while governments and their institutions have additional duties to incorporate cultural rights into legislation and elaborate cultural policy [3].Culture is the essence of tourism [4] when it is content-rich and meaningful for tourism development [5]
Our research has primarily focused on the reasons that played the key role in deciding to visit a certain castle museum
In Museum D, answers on educational program visits, which were marked by 92.5% of respondents as the reason for visiting, were statistically significant. Such rating is directly related to the previous question on the economic status of visitors, which was, for this individual historical site, made by a higher percentage of students

Summary

Introduction

Tourism is a dominant source of jobs on a global level [1], and there is a meaningful quantity of indirect work engagement in construction and infrastructure development, along with the work of providing food, drinks, and souvenirs to tourists [2].All cultural agents participate in the production and distribution of cultural goods and services, while governments and their institutions have additional duties to incorporate cultural rights into legislation and elaborate cultural policy [3].Culture is the essence of tourism [4] when it is content-rich and meaningful for tourism development [5]. Cultural policy is an administration instrument for culture-related issues This view is shared by the culturologist Zuzana Slušná [7], who defines cultural policy as the governance and management of culture, mainly by authorities, that create and handle the material content of artworks. Cultural policy is mainly understood as a set of propositions and actions implemented by governments for the promotion and support of cultural practices and values [8]. It is concerned with providing support for the arts and cultural heritage institutions, but it has expanded, and includes areas such as cultural industries, urban development, and tourism, encompassing a wide range of cultural products [9]. The models of cultural policies differ significantly in each national or regional case [10,11,12]

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