engleski

Museum Websites Content as a Mean for Cultural Heritage Promotion and Attracting Visitors: The Case of Istria

The purpose of this paper is to examine the role of museum websites content in the promotion of cultural heritage of a tourist destination and their significance in attracting new visitors. It has been assumed that the websites content has influence on the intended behavior of persons who visit them, on their wish to revisit the museum websites and to recommend them to their friends, as well as on the probability of the physical visit to the museum. In order to fulfill the purpose of this paper, the method of content analysis and the survey method have been used. By applying the content analysis method the museum websites presenting the cultural heritage of the region Istria have been analyzed. By the survey method it has been established that the museum websites with richer content influence positively the intention of revisiting the website, the individual visit to the museum and the recommending of the museum website to friends and family. The contribution of this paper is seen in proving the importance of implementing web marketing in the museum practice in order to present the cultural heritage of a tourist destination and in order to attract visitors.

museum ; cultural heritage ; promotion ; website ; content analysis ; Istria

This paper presents the results of the research on the project HISTUR – Tourism as a common (cultural) heritage of the coastal area of the peninsula Istria, which is funded by the European Union through the European Territorial Cooperation Slovenia - Croatia