DIGITAL MARKETING ROLES IN CREATING AWARENESS IN PRESERVING CULTURAL HERITAGE SITES
DOI:
https://doi.org/10.35631/JTHEM.1144018Keywords:
Cultural Heritage Sites, Preservation in Tourism, Search Engine Optimisation, Social Media, Tourism Digital MarketingAbstract
Digital marketing is now an important tool for preserving and promoting cultural heritage sites. It helps increase global visibility and engagement using social media, content marketing and search engine optimization. However, cultural heritage sites frequently struggle to attract visitors, generate revenue, and adapt to modern management practices. Digital marketing has risen to the forefront of tourism promotion, while content marketing, social media and search engine optimization are critical for cultural heritage site preservation. Despite the increasing importance of digital platforms in modern communications, there remains a gap in knowledge regarding how these tools can be optimally utilized to raise awareness among visitors and foster a sense of responsibility towards cultural heritage preservation. This research aims to shed light on digital marketing roles in creating awareness in preserving cultural heritage sites in the context of content marketing, social media and search engine optimization. This study was conducted among Shah Alam and Kuala Lumpur population using online questionnaires. 385 students responded to the questionnaire. A quantitative approach is used for this research by distributing online questionnaires to collect data from respondents. The findings showed that there are significant relationships between content marketing, social media and search engine optimization in creating awareness in preservation of cultural heritage sites. These findings are hoped to help all the generations to preserve cultural heritage sites.
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