MARKETING OF CULTURAL HERITAGE SITES IN TOURISM: THE ROLE OF DIGITAL PLATFORMS
Keywords:
cultural heritage, tourism marketing, digital platforms, virtual tours, sustainable tourism, social media, Uzbekistan.Abstract
This article explores the growing role of digital platforms in marketing cultural heritage sites within the tourism industry. It highlights how traditional marketing tools are increasingly being replaced by interactive and technology-driven strategies, such as social media, virtual tours, and user-generated content. The study explains how these tools enhance global visibility, increase tourist engagement, and support sustainable tourism development. Key challenges — including digital inequality, over-tourism, and cultural sensitivity — are also addressed. The article draws on examples from Uzbekistan to illustrate how digital marketing can successfully promote cultural heritage while preserving authenticity.
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