Articoli taggati con ‘Digital Research’
Before Web-Marketing. Digital research for cities and cultural institutions
1. Cultural sites Online Visibility Online visibility of a a cultural site can be considered a strong indicator of the institutional ability to activate the cultural heritage. Hand in hand with the spread of the Internet and its penetration into everyday social practices of millions of people, the search for contents relating to a travel destination or a specific monument, has gradually shifted in terms of strategic influence from traditional channels – such as print media, television broadcasts, word of mouth – to online information resources (websites, blogs, forums, social networks). This holds particularly true for Culture and Tourism search, generally conducted by people with medium-high education levels and some experience in the use of Internet. The spread of smartphones and the increased connectivity accelerate such trends, so that an ever growing number of people plan their trips via websites or mobile applications. A study on The Impact of Online Content on the European Tourism [1] highlighted a positive correlation between the presence on the internet, resulting in greater availability of data and information accessible online and the ability to some destinations to attract increasing flows of visitors: Destinations that make greater use of the internet in reaching customers have performed better than their peers in recent years. These destinations have gained market share from competitors, even after accounting for some other factors. Developed markets which have seen the largest gains in market share all have relatively high internet penetration, making good use of online channels to reach customers. Theory […] suggests that this is largely due to improved information flow supporting the market. Greece, Italy and Spain all have low internet penetration and only Italy has experienced any notable gains in market share over recent years (Oxford Economics 2013, p. 17).
