UNESCO World Heritage and digital marketing: The case of Monumental Consortium of Mérida

enero-junio 2020 El autor/es garantiza/n la autoría y originalidad del artículo, y asumen la plena y exclusiva responsabilidad por los daños y perjuicios que pudieran producirse como consecuencia de reclamaciones de terceros respecto del contenido, autoría o titularidad del contenido del mismo. "© Editorial Universidad de Sevilla 2020 PUBLISHERS University of Seville PUBLISHING LOCATION Seville – Spain E-MAIL AND WEBSITE [email protected] http://institucional.us.es/irocamm https://editorial.us.es/es/revistas/irocamm-in- ternational-review-communication-and-marke- ting-mix ORIGINAL DESIGN LA HUERTA www.lahuertaagencia.com ISSN 2605-0447 DOI https://dx.doi.org/10.12795/IROCAMM EDITOR Gloria Jiménez-Marín (University of Seville) ASSISTANT EDITORS Irene García Medina (Glasgow Caledonian University) Pedro A. Correia (Universidade da Madeira) Rodrigo Elías Zambrano (University of Seville) Paloma Sanz-Marcos (University of Cadiz) TECHNICAL SECRETARY Elena Bellido Pérez (University of Seville) ADVISORY BOARD Spain: Cristina González Oñate (Universitat Jaume I): [email protected] Mònika Jiménez Morales (Universita Pompeu Fabra): [email protected] Ferran Lalueza Bosch (Universitat Oberta de Catalunya): [email protected] Javier Lozano Del Mar (U. Loyola): [email protected] Juan Monserrat Gauchi (Universidad de Alicante): [email protected] Marta Pulido Polo (Universidad de Sevilla): [email protected] Paloma Sanz Marcos (Universidad de Cádiez): [email protected] Carmen Silva Robles (Universitat Oberta de Catalunya): csilv[email protected] International: Sandra Bustamante Martinez (Universidad de Belgrano, Buenos Aires, Argentina): [email protected] Lindsey Carey (Glasgow Caledonian University – UK): [email protected] Patricia M. F. Coelho (U. Santo Amaro, Brasil): [email protected] Umberto León Domínguez (U. de Monterrey): umberto[email protected] SCIENTIFIC COMMITTEE Spain: Ana Almansa Martínez (Universidad de Málaga): [email protected] Mónica Barrientos (Universidad de Sevilla): [email protected] Jordi De San Eugenio Vela (Universitat de Vic): [email protected] Rodrigo Elías Zambrano (Universidad de Sevilla): [email protected] Cristina González Oñate (Universitat Jaume I): [email protected] Víctor Hernández de Santaolalla (Universidad de Sevilla): [email protected] Mònika Jiménez Morales (Universita Pompeu Fabra): [email protected] Ferran Lalueza Bosch (Universitat Oberta de Catalunya): [email protected] Antonio Leal Jiménez (Universidad de Cádiz): antonio[email protected] Javier Lozano Del Mar (U. Loyola): [email protected] Andrew Luckham (U. Sevilla): andr[email protected] Mª Isabel Míguez (Universidad de Vigo): [email protected] Juan Monserrat Gauchi (Universidad de Alicante): [email protected] José Antonio Muñiz Velázquez (U. Loyola): [email protected] Antonio Pineda Cachero (Universidad de Sevilla): [email protected] Marta Pulido Polo (Universidad de Sevilla): [email protected] Marina Ramos Serrano (Universidad de Sevilla): [email protected] Mar Rubio Hernández (Universidad de Sevilla): [email protected] Paloma Sanz Marcos (Universidad de Cádiez): [email protected] Carmen Silva Robles (Universitat Oberta de Catalunya): csilv[email protected] Sandra Vilajoana Alejandre (Universitat Ramón Llul): sandrav[email protected] International: Alejandro Álvarez Nobell (U. de Córdoba – Argentina): aalv[email protected] Sandra Bustamante Martinez (Universidad de Belgrano, Buenos Aires, Argentina): [email protected] Lindsey Carey (Glasgow Caledonian University – UK): [email protected] Patricia M. F. Coelho (U. Santo Amaro, Brasil): [email protected] Pedro A. Correia (U. da Madeira): [email protected] Irene García Medina (GCU - UK): ir[email protected] Antonino Lagan (Universitat de Messina – Italia): [email protected] Julie McColl (Glasgow Caledonian University - Uk): [email protected] Antonio Naranjo Mantero (University of Silesia – Katowice – Poland): a.nar[email protected] Elisa Palomino (University of the Arts London - England): [email protected] Christian Plantin (Université de Lyon): [email protected] Umberto León Domínguez (U. de Monterrey): umberto[email protected] Marco Pedroni (U. ECampus de Novedrate / U. del Sacro Cuore – Italia): marco[email protected] Paulo Ribeiro Cardoso (Universidade Fernando Pessoa, Oporto): [email protected] Kent Wilkinson (Texas Tech University, EE.UU.): [email protected] Ricardo San Martín (University of California Berkeley): [email protected] Susan Giesecke (University of California Berkeley): [email protected] INDEX IROCAMM, N. 3, V. 1 (January - June 2020) Types of product placement: A theoretical overview Víctor Rodríguez Álvarez (University of Cadiz. Spain) 7-22 The role of mediation satisfaction of CRM (Customer Relationship Marketing) influence toward consumer trust at Elite Sang Tunas Kid Courses Denpasar ANAK AGUNG Ngurah Gede Sadiartha & I Wayan Suartina (Universitas Hindu Indonesia. Indonesia) 23-29 The analysis os business model canvas on the design of electronic commerce system based on the Indonesian Army Dwi Harry Wibowo (University of Bina Nusantara. Indonesia) 30-46 The communication of social causes in times of Instagram. An analysis of its effect on society Pedro Pablo Marín Dueñas (University of Cadiz. Spain) 47-60 Monographic Section Introduction Ramón Reig García & Lucía Ballesteros Aguayo (University of Seville. Spain 61-62 Evolution of access to management positions by women in Canal Sur Rosa Rodríguez Cárcela (University of Seville. Spain) 63-74 Xenophobia and Fake News. Analysis of the confused news flow. Maldita Migración Project María Luisa Notario Rocha (IES Diego de Guzmán y Quesada. Huelva. Spain) & María Luisa Cárdenas Rica (C.U. San Isidoro -adscrito a la Universidad Pablo de Olavide-. Seville. Spain) 75-91 UNESCO world heritage and digital marketing: the case of the Monumental Consortium of Mérida Rafael Cano Tenorio (University of Cadiz. Cadiz. Spain) 92-103 The social network as an instrument for the dissemination of the patrimonial and the dissemination of the patrimonial and tourist values of the Louvre Museum Jesica Rostoll Ariza (University of Cadiz. Cadiz. Spain) 104-113 Rafael Cano Tenorio IROCAMM VOL. 1, N. 3 - Year 2020 Received: 19/11/2019 | Reviewed: 27/11/2019 | Accepted: 28/11/2019 | Published: 02/01/2020 DOI: https://dx.doi.org/10.12795/IROCAMM.2020.v01.i03.07 Pp.: 92-103 e-ISSN: 2605-0447 UNESCO World Heritage and digital marketing: The case of Monumental Consortium of Mérida Ph.D. Rafael Cano Tenorio University of Cadiz. Spain. r[email protected] ORCID: https://orcid.org/0000-0003-3048-4141 92 Patrimonio de la Humanidad Unesco y Marketing Digital: el caso del Consorcio Ciudad Monumental de Mérida Abstract The development of content management in social networks and web 2.0 have become priority objectives in the development of digital communication in national and international cultural entities. In the research presented here, an analysis of the management of contents issued on the official website and on the official accounts on the social networks Facebook, Twitter, Instagram and Youtube of Monumental Consortium of Mérida, an entity founded in 1996, in charge of the management and conservation of the historical and artistic complex of the city of Mérida, of great cultural importance and which was officially declared a UNESCO World Heritage in 1993. The methodology used has been based mainly on the technique of analysis of the contents issued. The results of the study show the importance of a correct management of the analyzed media, and the preponderance in the emission of contents related to the patrimonial resources that the cultural institution has. The conclusions of the study can be useful as a guide for communication and content management managers in the digital environment. Keywords Content Analysis; culture; marketing; organizational communication; sites; social networks. Rafael Cano Tenorio IROCAMM VOL. 1, N. 3 - Year 2020 Received: 19/11/2019 | Reviewed: 27/11/2019 | Accepted: 28/11/2019 | Published: 02/01/2020 DOI: https://dx.doi.org/10.12795/IROCAMM.2020.v01.i03.07 Pp.: 92-103 e-ISSN: 2605-0447 93 1.Importance of Monumental City of Merida as an example of Heritage in its surroundings The monumental complex of the city of Merida was declared a Heritage Site by UNESCO in 1993. The origins of the city of Merida in Extremadura date back to 25 BC, when Augustus founded the colony of Emeritus Augusta, which later became the capital of the Roman province of Lusitania. The reference within the UNESCO catalogue is 664. According to the authors Campillo-Alhama and Martínez-Sala (2019, p. 2), the group of World Heritage Cities in Spain represents a significant and relevant demand worldwide. The remains of the ancient Roman city that lie in Mérida are in a perfect state of conservation. Among all the attractions it has to offer, the Aqueduct of Miracles, the Muslim Citadel, the Arch of Trajan, the House of Mitreo, the Roman Circus, the Crypt of the Basilica of Santa Eulalia, the National Museum of Roman Art-No, the Roman Bridge over the Guadiana River, the Roma No Theatre, the Temple of Diana or the San Lazaro Thermal Baths, among many others, are worth mentioning. The city therefore has enough attraction for potential visitors. In this sense, according to Europa Press (2019), Merida was the most visited city in the Autonomous Community of Extremadura in 2018, with a total of 427,928 visitors. The World Heritage cities should be projected in the new environments. According to Gómez (2012, p.1), in just one generation, the impact of technology has been such that it has completely changed our reality, creating a new social and cultural environment in which the user is increasingly important. Technological changes, therefore, affect the way cultural institutions manage their communication. 2. Dissemination of heritage through communication by cultural organizations The dissemination of cultural heritage through social communication, according to Moya (2019, p. 549), is an obligation in Spain that is included in various national and regional legal regulations. The importance of digital communication today is paramount to the work of dissemination. The authors García and Mata (2017, p. 75), for their part, point out that communication, together with information, is the basis of our current society and it is essential to understand how the professionals who manage it create and disseminate this information. With respect to the importance of the tasks related to the conservation of the world’s memory, according to the author Álvarez (2013, p. 156), and especially of the archivistic tasks within the World Heritage of Humanity, with programs led by UNESCO, they intend to promote, from the vision of the information professionals, the realization of preservation and protection tasks of all the documentary heritage of humanity, based on actions, strategies and projects supported in the preservation. Resumen El desarrollo en la gestión de contenidos en las redes sociales y la web 2.0 se han convertido en objetivos prioritarios en el desarrollo de la co-municación digital en las entidades culturales nacionales e internaciona-les. En la investigación que se presenta, se ha realizado el análisis de la gestión de contenidos emitidos en la página web oficial y en las cuentas oficiales en las redes sociales Facebook, Twitter, Instagram y Youtube del Consorcio Ciudad Monumental de Mérida, entidad fundada en el año 1996, encargada de la gestión y la conservación del conjunto histórico-artístico de la ciudad de Mérida, de gran importancia cultural y que cuen-ta con la declaración oficial como patrimonio de la humanidad realizada la UNESCO en 1993. La metodología utilizada se ha basado principal-mente en la técnica del análisis de los contenidos emitidos. Los resulta-dos del estudio muestran la importancia de realizar una correcta gestión de los medios analizados, y la preponderancia en la emisión de conteni-dos relacionados con los recursos patrimoniales de los que dispone la institución cultural. Las conclusiones del estudio pueden ser de utilidad como guía para los gestores de la comunicación y la gestión de conteni-dos en el entorno digital. Palabras clave Análisis de contenido; comunicación organizacional; cultura; marketing; redes sociales; yacimientos. Rafael Cano Tenorio IROCAMM VOL. 1, N. 3 - Year 2020 Received: 19/11/2019 | Reviewed: 27/11/2019 | Accepted: 28/11/2019 | Published: 02/01/2020 DOI: https://dx.doi.org/10.12795/IROCAMM.2020.v01.i03.07 Pp.: 92-103 e-ISSN: 2605-0447 94 2.1. Innovation in digital communication by cultural organisations In recent times there is a need for cultural institutions to adapt to new digital environments. According to the authors Moreno and Sariego (2017, p. 169), there has been a debate on the need to modernize the communicative management of cultural heritage and to overcome the old models that were more based on one-way communication. For their part, the authors García, Del Hoyo, and Fernández (2014, p. 15) point out that the tools of digital co-communication have revolutionised the opportunities for individuals to communicate. In a very short time, their use has become widespread. The use of new communication technologies, according to Husillos (2012, p. 39), has enabled the creation of environments that facilitate innovation, diversification and improved learning from history. Álvarez, Heredia and Romero (2019, p. 9) point out that the new communication technologies have brought about great changes in the inhabitants of this century, influencing even their education. However, in this respect, as Moya (2019, p. 552) points out, even though history and archaeology are well accepted by society, they have great shortcomings in their dissemination and diffusion. In this sense the new digital tools that will be seen in the following section will be fundamental for the improvement of communication by cultural organizations. 2.2. Social networks and web 2.0 as tools in the management of digital communication by cultural organisations The advantages of participation in social networks by cultural organizations, according to Gómez (2012, p. 7) bring benefits and create new possibilities. Cultural organizations must adapt to social networks by taking advantage of all the possibilities of interaction. On the other hand, Gatica (2014, p. 83), points out with respect to the management of social networks, that artistic and cultural resources cannot be conceived from the same prism as it was done, starting from a different space and context of delocalization, according to the author. Within the field of digital communication, according to Cano and Rostoll (2018, p. 42) the new technologies have made it possible to generate greater trust and media coverage in society. Likewise, according to Badell (2015, p. 162) there is a general commitment by cultural entities to be present and active on social networks. With respect to the possibilities of web 2.0 and social networks for cultural organisations, according to the researcher Del Río (2011, p. 121), they have recently made it possible for them to have new user indicators, which reflect the number of visitors subscribed to the channels of cultural organisations on social networks. However, the author points out that the degree of involvement of cultural institutions is more important than the mere indicator of the number of visitors in the digital environment. With respect to the broadcasting of content using the new possibilities offered by digital communication tools, according to the authors Lima and Gaspar (2013, p. 107), there is a need for cultural organizations to build images. This aspect has become important in the field of cultural marketing. However, according to Pett (2012: 86) the institutional use of social networks can cause problems, depending on their management. 2.3. Importance of audience management in the digital environment by cultural organisations In the cultural field, according to the author Gómez (2012), new tools have been created in recent times that allow better access, consumption and dissemination of cultural resources. According to the same author, this has led to a transformation in relations with audiences, giving rise to a new digital environment. In the current digital environment, with constant changes and the need for adaptation by cultural institutions, digital marketing content appears as an important category of content in the digital communication of these organisations. Larsson (2018, p. 2235) points out that a greater level of effort is required from professionals, with the aim of encouraging interaction. For his part, Martínez-Sanz (2012, p. 393) points out that it should be borne in mind that the one-way communication model is not currently in use. The author points out that Rafael Cano Tenorio IROCAMM VOL. 1, N. 3 - Year 2020 Received: 19/11/2019 | Reviewed: 27/11/2019 | Accepted: 28/11/2019 | Published: 02/01/2020 DOI: https://dx.doi.org/10.12795/IROCAMM.2020.v01.i03.07 Pp.: 92-103 e-ISSN: 2605-0447 101 Figure 6. Results of the level of issue of content according to the month of publication. Source: Own elaboration. 5. Conclusions The official website and the official accounts in the social networks Facebook, Instagram, Twitter and Youtube are important marketing and digital communication tools for Monumental Consortium of Mérida. It is worth mentioning that all of them can be improved in relation to the management made by the people in charge of the content emission. It has been observed that the emission of content on the official website of Monumental Consortium of Mérida was quite low during the period of the investigation, although it was the second medium analysed with the highest amount of emission. Therefore, there is a possibility of improving the possibilities and not only informing about schedules, agenda or ticket sales, but also offering more content to the public that accesses this medium. With respect to the social network Facebook, it is the best and most widely used medium for digital marketing actions by the entity. Most of the entity's related content has been published in this medium, with more than half of the content analyzed in this research. It is observed that contents related to the agenda and the social environment have been issued, being the analyzed medium with the greatest variety of issued contents. In addition, with respect to the date of issue of content on the social network Facebook, according to the period collected in the sample of the analysis carried out, unlike web 2.0 and the rest of the social networks analyzed, publications were made in all the months analyzed. On the other hand, in the social network Twitter Monumental Consortium of Mérida only issues content related to the agenda of the cultural organization, without issuing any other type of content. A large part of the period analyzed with respect to this social network in the research sample has remained without activity on the part of the cultural entity. In this sense, the social profile in the Instagram social network has not issued any content in any of the months in which the analysis was carried out. In the short and medium term, this method should become an important communication and marketing tool for Monumental Consortium of Mérida. The official Youtube channel has a higher level of content broadcast for scientific dissemination purposes. It has been observed that the months with the highest activity on the part of those responsible for managing the digital communication of the entity have been those corresponding to autumn, while those with the lowest activity have been those of summer. With respect to the marketing contents issued by Monumental Consortium of Mérida, it is clear from the results of the research that more actions could be carried out in the digital environment used by Monumental Consortium of Mérida. 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