Geojournal of Tourism and Geosites | 2026
Authors: Ganobčík J.; Halmo M.; Lukáč M.; Gubíniová K.
DOI: 10.30892/gtg.64149-1700
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Historic buildings are essential pillars of cultural tourism, preserving historical identity and contributing to regional socioeconomic development. In the V4 countries, castles and chateaux rank among the most visited heritage sites, with their long term competitiveness increasingly shaped by effective marketing communication and the growing role of digital technologies. The article aims to assess the effectiveness of digital tools used in heritage sites across the V4 region and to identify strategic priorities and barriers influencing their implementation. A further aim is to explore opportunities for improving communication processes and enhancing visitor engagement. The study applies a mixed methodological approach combining a review of existing strategic documents, qualitative interviews with managers of selected heritage sites, and a questionnaire survey among visitors. The collected data were analysed to compare current practices, identify development gaps, and evaluate the perceived effectiveness of digital communication tools. The results show substantial differences between institutions. Some heritage sites use integrated communication strategies, data analytics, and interactive digital platforms. Others remain reliant on traditional communication channels with limited digital capacity and low innovation readiness. The findings highlight the need for systematic investment in digitalisation and professional capacity building. They also emphasise the importance of synergistically combining online and offline communication tools to strengthen competitiveness, sustainability, and international visibility of V4 heritage sites. © 2026 by the authors.
cultural tourism; digital communication; historic buildings; integrated marketing communications; V4