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

Michal Lukáč, Katarína Stachová, Zdenko Stacho, Gabriela Pajtinková Bartáková and Katarína Gubíniová
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Michal Lukáč: Faculty of Social Sciences, University of SS. Cyril and Methodius in Trnava, Bučianska 4/A, 917 01 Trnava, Slovakia
Katarína Stachová: Institut of Management, University of SS. Cyril and Methodius in Trnava, Hajdóczyho 1, 917 01 Trnava, Slovakia
Zdenko Stacho: Institut of Management, University of SS. Cyril and Methodius in Trnava, Hajdóczyho 1, 917 01 Trnava, Slovakia
Gabriela Pajtinková Bartáková: Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia
Katarína Gubíniová: Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia

Sustainability, 2021, vol. 13, issue 15, 1-16

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.

Keywords: marketing communication; castle museum; cultural heritage; museum attendance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:15:p:8191-:d:599062

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