Urban Culture in Pandemic Era: Opportunities for Using Virtual Marketing Tools in Local Tourism
Urban Culture in Pandemic Era: Opportunities for Using Virtual Marketing Tools in Local Tourism

Author(s): Jana Pecníková, Daniela Mališová, Kristyna Moškorova
Subject(s): Health and medicine and law, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing; Virtual Tools; Urban Landscape; Culture; Case Study
Summary/Abstract: Today, cities and communities face the challenge of how to maintain urban culture and develop the social and cultural capital of individuals, despite the ongoing COVID-19 pandemic. The answer lies in the intersection between Industry 4.0 and marketing tools that can effectively mediate a cultural experience or cultural service in a virtual space. The chapter aims to point out the use of modern marketing tools in local tourism during the COVID-19 pandemic. The main method of the paper is a case study, carried out on selected examples of cultural institutions in Ostrava, Czech Republic. The obtained results show that even after the COVID-19 pandemic, new marketing tools will gain a permanent place in the provision of cultural services and thus also in tourism. This will make urban culture more accessible, open and transparent. At the same time, we assume that thanks to the application of virtual tools, the age limit for the target group of consumers of cultural services will be shifted from the older productive class to young people up to 30 years of age.

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