Urban Culture in Pandemic Era: Opportunities for Using Virtual Marketing Tools in Local Tourism
Jana Pecníková - Faculty of Arts, Matej Bel University, Tajovského 50, 974 01 Banská Bystrica, Slovak Republic
Daniela Mališová - Faculty of Economics, Matej Bel University, Tajovského 10, 974 01 Banská Bystrica, Slovak Republic
Kristýna Moškořová - Faculty of Economics, VSB – Technical University, Sokolská třída 33, 702 00 Ostrava, Czech Republic
DOI: https://doi.org/10.31410/tmt.2021-2022.379
Jana Pecníková - Faculty of Arts, Matej Bel University, Tajovského 50, 974 01 Banská Bystrica, Slovak Republic
Daniela Mališová - Faculty of Economics, Matej Bel University, Tajovského 10, 974 01 Banská Bystrica, Slovak Republic
Kristýna Moškořová - Faculty of Economics, VSB – Technical University, Sokolská třída 33, 702 00 Ostrava, Czech Republic
DOI: https://doi.org/10.31410/tmt.2021-2022.379
6th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2021/2022, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-49-3; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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.
Keywords: Marketing; Virtual Tools; Urban Landscape; Culture; Case Study
REFERENCES
Baculáková, K. (2020). The First Impact of Covid-19 Pandemics on Culture and Creative Industries.
In A. Kiner, et al. (Eds.), International Relations 2020: Current Issues of World Economy
and Politics. Proceedings of Scientific Works from the 21th International Scientific Conference,
University of Economics, Bratislava, December 3rd – 4th, 2020 (pp. 36 - 42). Bratislava:
Ekonóm.
Baigozhina, O. D., et al. (2020). Modern Trends in Mediatisation of Culture in a Digital
Society. International Journal of Criminology and Sociology, 9(1), 3187 – 3197. DOI:
10.6000/1929-4409.2020.09.385
Banks, M. (2020). The work of culture and C-19. European Journal of Cultural Studies, 23(4),
648 – 654. DOI: 10.1177/1367549420924687
Bell, D. and Oakley, K. (2014). Cultural Policy. London: Routledge.
Bogicevic, V., et al. (2019). Virtual reality presence as a preamble of tourism experience: The role
of mental imagery. Tourism Management, 74(2), 55 – 64. DOI: 10.1016/j.tourman.2019.02.009
Bourdieu, P. (1986). The Forms of Capital. Readings in Economic Sociology, 1/1986, 280 – 291.
Bujok, P., et al. (2015). Industrial Tourism in the Context of the Industrial Heritage. Geo Journal
of Tourism, 15(1), 81 – 93.
Chiao, H. M., Chen, Y. L., and Huang, W. H. (2018). Examining the usability of an online virtual
tour-guiding platform for cultural tourism education. Journal of Hospitality, Leisure,
Sport and Tourism Education, 23(1), 29 – 38. DOI: 10.1016/j.jhlste.2018.05.002
Cho, H. Y., Wang, Y., and Fesenmaier, R. D. (2008). Searching for Experiences. Journal of
Travel and Tourism Marketing, 12(4), 1 – 17. DOI: 10.1300/J073v12n04_01
Chomová, S. (2015). Vádemékum lokálnej a regionálnej kultúry. Bratislava: Polygrafické stredisko
UK.
Corona, L. (2021). Museums and Communication: The Case of the Louvre Museum at the
Covid-19 Age. Humanities and Social Science Research. 4(1), 15 – 26. DOI: 10.30560/
hssr.v4n1p15
De Gottardo, F., et al. (2014, July). Communicare la cultura on line: una guida pratica per i
musei. Progettazione di siti web, content management, social media e analisi dei risultati,
a cura di. Retrieved Sept 04, 2021 from https://www.academia.edu/10139643/Comunicare_
la_cultura_online_una_guida_pratica_per_i_musei_Progettazione_di_siti_web_
content_management_social_media_e_analisi_dei_risultati
DOV. (2021, January). Živá knihovna studijních možností – videoprezentace. Retrieved Oct 19, 2021 from
https://www.dolnivitkovice.cz/aktuality/ziva-knihovna-studijnich-moznosti-videoprezentace/
DOV. (2021, n. d.). Site Map.
Retrieved Oct 20, 2021 from https://www.dolnivitkovice.cz/o-dolnich-vitkovicich/
Eijck, K. (1997). The impact of family background and educational attainment on cultural consumption:
A sibling analysis. Poetics, 25(4), 195 – 224. DOI: 10.1016/50304-422X(97)00017-X
Featherstone, M. (2020). Problematizing the Global: An Introduction to Global Culture Revisited.
Theory, Culture and Society, 37(7-8), 157 – 167. DOI: 10.1177/0263276420957715
Fereirra, L., and Sousa, B. B. (2020). Understanding the Role of Social Networks in Consumer
Behavior in Tourism: A Business Approach. In Ramos, C. et al. (Eds.), Handbook of Research
on Social Media Applications for the Tourism and Hospitality Sector (pp. 367 – 385). Hershey:
IGI Global: Publisher and Timely Knowledge. DOI:10.4018/978-1-7998-1947-9
Giampiccolli, A., and Hayward, K. J. (2012). Community-based tourism and local culture: the
case of the Amampondo. Pasos, Revista de Turismo y Patrimonio Cultural, 10(1) 173 –
188. DOI: 10.25145/j.pasos.2012.10.017
Global Destination Cities Index. (2019). The MasterCard. Retrieved Oct. 01, 2021 from https://
newsroom.mastercard.com/wp-content/uploads/2019/09/GDCI-Global-Report-FINAL-1.
pdf
Globalization and World Cities Research Network. (2020, August). The World According to
GaWC 2020. Retrieved Oct. 02, 2021 from https://www.lboro.ac.uk/gawc/world2020t.html
Gúčik, M. (2011). Cestovný ruch – politika a ekonomika. Banská Bystrica: Slovak-Swiss
Tourism.
Guerra, J. P., Pinto, M. M., and Beato, C. (2015). Virtual reality – shows a new vision for tourism
and heritage. European Scientific Journal, 11(9), 49 – 54. DOI: 10.19044/esj.2015.v11n9p
GVUO. (2021, n. d.). Virtual Tour. Retrieved Oct 05, 2021 form https://www.gvuo.cz/en/
virtualni-prohlidky
Hernández – Garcia, M., Calle-Vequero, M. and Yubero, C. (2017). Cultural Heritage and Urban
Tourism: Historic City Centers under Pressure. Sustainability, 9(8), 1346 – 1352. DOI:
10.3390/su9081346
Hristova, D., Aiello, M. L., and Quercia, D. (2018). The New Urban Success: How Culture Pays.
Interdisciplinary Physics, 6(27), 1 – 13. DOI: 10.3389/fphy.2018.00027
Jahoda, G. (2012). Critical reflections on some recent definitions of “culture”. Culture and Psychology,
18(3), 289 – 303. DOI: 10.1177/1354067X12446229
Javaid, M., et al. (2020). Industry 4.0 Technologies and Their Applications in Fighting COVID-
19 Pandemic. Diabetes & Metabolic Syndrome: Clinical Research & Reviews, 14(4), 419 –
422. DOI: 10.1016/j.dsx.2020.04.032
Javorčíková, J. et .al (2020). Business English Today: The Need for Intercultural Approach. Exploring
Business Language and Culture. Cham: Springer. DOI: 10.1007/978-3-030-58551-8_1
Kern, R. (2014). Technology as Pharmakon: The promise and perils of the internet from
foreign language education. Modern Language Journal, 98(1), 340 – 357. DOI:
10.1111/j.1540-4781.2014.12065.x
Kesner, L. (2005). Marketing a manažment muzeí a památek. Prague: Grada Publishing.
Krase, J. (2012). Seeing Cities Change. London: Routledge. DOI: 10.4324/9781315608174
Mills, N., et al. (2020). Culture and Vision in Virtual Reality Narratives. Foreign Language
Annals, 53(4), 733 – 760. DOI: 10.1111/flan.12494
Národní divadlo Moravsko-slezské. (2021, June). Podcasty. Retrieved Oct 20, 2021 from https://
podcast.ndm.cz/
Nata, G. N. M., Anthony, S., and Putu, P. Y. (2021). Knowledge Discovery and Virtual Tour
To Support Tourism Promotion. Transactions on Sustainable Digital Innovation, 2(2),
94–106.
Ostrava City. (2008, June). Výsledky SWOT analýzy. Retrieved Oct 20, 2021 from https://www.
ostrava.cz/cs/urad/magistrat/odbory-magistratu/odbor-kultury-a-volnocasovych-aktivit/
oblast-kultury/vymezeni-cinnosti/c-documents-and-settings-kolarcikovada-plocha-
doc-pracovna-web-nova1-2-web-kultura-analyzakultury7-swot.pdf
Ostrava City. (2020, May). Magistrát města Ostrava. Retrieved Oct 20, 2021 from https://www.
ostrava.cz/cs/urad/magistrat?set_language=cs
Papazoglou, E. G. (2019). Society and Culture: Cultural Policies Driven by Local Authorities as
A Factor in Local Development – The Example of the Municipality of Xanthi – Greece.
Heritage, 2(3), 2625 – 2639. DOI: 10.339/heritage2030161
Pratt, C. A. (2011). The cultural contradictions of the creative city. City, Culture and Society. 2
(3), 123 – 130. DOI: 10.1016/j.ccs.2011.08.002
Pravdová, H. (2015). Manažment & marketing v kultúrnych inštitúciách. Bratislava: Polygrafické
stredisko UK.
Rashid, Y., et al. (2019). Case Study Method: A Step-by-Step Guide for Business Researchers.
International Journal of Qualitative Methods, 18(1), 1 – 13. DOI: 10.1177/1609406919862424
Rautela, A., and Agrawal, P. (2020). A Review of Modern Marketing Tools in the Era of COVID
– 19. PalArch´s Journal of Archeology and Egyptology, 17(6), 11583 – 11602.
Saduov, R. (2021). Cultural and Linguistic Landscape in a Multi-Ethnic City: A Methodological
Turn. Faces of Urban Cultural Landscape. Banska Bystrica: Koprint.
Spencer – Oatey, H. (2012). What is Culture? A compilation of quotations. University of Warwick
(pp. 1 – 22). Retrieved from www.wawrick.ac.uk/fac/soc/al/globalpad/interculturalskills/
Steinmetz, G. (2018). State/Culture: State Formation after the Cultural Turn. New York: Cornell
University Press.
Štetić, S., et al. (2020). Mobile apps as a tool for destination management – case study of Belgrade.
In V. Bevanda & S. Štetić (Eds.), 5rd International Thematic Monograph: Modern
Management Tools and Economy of Tourism Sector in Present Era (pp. 569 - 584). Belgrade:
Association of Economists and Managers of the Balkans with Faculty of Tourism
and Hospitality, Ohrid, North Macedonia. DOI: 10.31410/tmt.2020.569
Swiderová, Š. (2020, March). Národní divadlo moravskoslezské Ostrava: Tiskové zprávy.
Retrieved Oct 19, 2021 from https://www.ndm.cz/userfiles/archiv_priloh/clanky/tiskove-
zpravy/2019-2020/divadlo-pod-rouskou-1585662322.pdf
Timothy, D. J. (2011). Cultural Heritage and Tourism. Bristol: Channel View Publications.
Villaespesa, E., and Navarrete, T. (2019, April). Museum Collections on Wikipedia: Opening Up to
Open Data Initiatives. MW19: Boston. Retrieved Sept 01, 2021 from https://mw19.mwconf.
org/paper/museum-collections-on-wikipedia-opening-up-to-open-data-initiatives/
Vladimirovich, A. K., et al. (2021). COVID-19 Pandemic Response: Culture, Technology and
Law Going Viral. Science Synergy, 59(1), 17-85.
Walton, J. K. (2009). History of Tourism. In Jamal, T., and Robinson, M. (Eds.) The SAGE
Handbook of Tourism Studies (pp. 115 – 129). London: Sage Publications Ltd.
Wroblewski, L. (2017). Culture Management. Berlin: Logos Verlag. DOI: 10.30819/4378
Keywords: Marketing; Virtual Tools; Urban Landscape; Culture; Case Study
REFERENCES
Baculáková, K. (2020). The First Impact of Covid-19 Pandemics on Culture and Creative Industries.
In A. Kiner, et al. (Eds.), International Relations 2020: Current Issues of World Economy
and Politics. Proceedings of Scientific Works from the 21th International Scientific Conference,
University of Economics, Bratislava, December 3rd – 4th, 2020 (pp. 36 - 42). Bratislava:
Ekonóm.
Baigozhina, O. D., et al. (2020). Modern Trends in Mediatisation of Culture in a Digital
Society. International Journal of Criminology and Sociology, 9(1), 3187 – 3197. DOI:
10.6000/1929-4409.2020.09.385
Banks, M. (2020). The work of culture and C-19. European Journal of Cultural Studies, 23(4),
648 – 654. DOI: 10.1177/1367549420924687
Bell, D. and Oakley, K. (2014). Cultural Policy. London: Routledge.
Bogicevic, V., et al. (2019). Virtual reality presence as a preamble of tourism experience: The role
of mental imagery. Tourism Management, 74(2), 55 – 64. DOI: 10.1016/j.tourman.2019.02.009
Bourdieu, P. (1986). The Forms of Capital. Readings in Economic Sociology, 1/1986, 280 – 291.
Bujok, P., et al. (2015). Industrial Tourism in the Context of the Industrial Heritage. Geo Journal
of Tourism, 15(1), 81 – 93.
Chiao, H. M., Chen, Y. L., and Huang, W. H. (2018). Examining the usability of an online virtual
tour-guiding platform for cultural tourism education. Journal of Hospitality, Leisure,
Sport and Tourism Education, 23(1), 29 – 38. DOI: 10.1016/j.jhlste.2018.05.002
Cho, H. Y., Wang, Y., and Fesenmaier, R. D. (2008). Searching for Experiences. Journal of
Travel and Tourism Marketing, 12(4), 1 – 17. DOI: 10.1300/J073v12n04_01
Chomová, S. (2015). Vádemékum lokálnej a regionálnej kultúry. Bratislava: Polygrafické stredisko
UK.
Corona, L. (2021). Museums and Communication: The Case of the Louvre Museum at the
Covid-19 Age. Humanities and Social Science Research. 4(1), 15 – 26. DOI: 10.30560/
hssr.v4n1p15
De Gottardo, F., et al. (2014, July). Communicare la cultura on line: una guida pratica per i
musei. Progettazione di siti web, content management, social media e analisi dei risultati,
a cura di. Retrieved Sept 04, 2021 from https://www.academia.edu/10139643/Comunicare_
la_cultura_online_una_guida_pratica_per_i_musei_Progettazione_di_siti_web_
content_management_social_media_e_analisi_dei_risultati
DOV. (2021, January). Živá knihovna studijních možností – videoprezentace. Retrieved Oct 19, 2021 from
https://www.dolnivitkovice.cz/aktuality/ziva-knihovna-studijnich-moznosti-videoprezentace/
DOV. (2021, n. d.). Site Map.
Retrieved Oct 20, 2021 from https://www.dolnivitkovice.cz/o-dolnich-vitkovicich/
Eijck, K. (1997). The impact of family background and educational attainment on cultural consumption:
A sibling analysis. Poetics, 25(4), 195 – 224. DOI: 10.1016/50304-422X(97)00017-X
Featherstone, M. (2020). Problematizing the Global: An Introduction to Global Culture Revisited.
Theory, Culture and Society, 37(7-8), 157 – 167. DOI: 10.1177/0263276420957715
Fereirra, L., and Sousa, B. B. (2020). Understanding the Role of Social Networks in Consumer
Behavior in Tourism: A Business Approach. In Ramos, C. et al. (Eds.), Handbook of Research
on Social Media Applications for the Tourism and Hospitality Sector (pp. 367 – 385). Hershey:
IGI Global: Publisher and Timely Knowledge. DOI:10.4018/978-1-7998-1947-9
Giampiccolli, A., and Hayward, K. J. (2012). Community-based tourism and local culture: the
case of the Amampondo. Pasos, Revista de Turismo y Patrimonio Cultural, 10(1) 173 –
188. DOI: 10.25145/j.pasos.2012.10.017
Global Destination Cities Index. (2019). The MasterCard. Retrieved Oct. 01, 2021 from https://
newsroom.mastercard.com/wp-content/uploads/2019/09/GDCI-Global-Report-FINAL-1.
Globalization and World Cities Research Network. (2020, August). The World According to
GaWC 2020. Retrieved Oct. 02, 2021 from https://www.lboro.ac.uk/gawc/world2020t.html
Gúčik, M. (2011). Cestovný ruch – politika a ekonomika. Banská Bystrica: Slovak-Swiss
Tourism.
Guerra, J. P., Pinto, M. M., and Beato, C. (2015). Virtual reality – shows a new vision for tourism
and heritage. European Scientific Journal, 11(9), 49 – 54. DOI: 10.19044/esj.2015.v11n9p
GVUO. (2021, n. d.). Virtual Tour. Retrieved Oct 05, 2021 form https://www.gvuo.cz/en/
virtualni-prohlidky
Hernández – Garcia, M., Calle-Vequero, M. and Yubero, C. (2017). Cultural Heritage and Urban
Tourism: Historic City Centers under Pressure. Sustainability, 9(8), 1346 – 1352. DOI:
10.3390/su9081346
Hristova, D., Aiello, M. L., and Quercia, D. (2018). The New Urban Success: How Culture Pays.
Interdisciplinary Physics, 6(27), 1 – 13. DOI: 10.3389/fphy.2018.00027
Jahoda, G. (2012). Critical reflections on some recent definitions of “culture”. Culture and Psychology,
18(3), 289 – 303. DOI: 10.1177/1354067X12446229
Javaid, M., et al. (2020). Industry 4.0 Technologies and Their Applications in Fighting COVID-
19 Pandemic. Diabetes & Metabolic Syndrome: Clinical Research & Reviews, 14(4), 419 –
422. DOI: 10.1016/j.dsx.2020.04.032
Javorčíková, J. et .al (2020). Business English Today: The Need for Intercultural Approach. Exploring
Business Language and Culture. Cham: Springer. DOI: 10.1007/978-3-030-58551-8_1
Kern, R. (2014). Technology as Pharmakon: The promise and perils of the internet from
foreign language education. Modern Language Journal, 98(1), 340 – 357. DOI:
10.1111/j.1540-4781.2014.12065.x
Kesner, L. (2005). Marketing a manažment muzeí a památek. Prague: Grada Publishing.
Krase, J. (2012). Seeing Cities Change. London: Routledge. DOI: 10.4324/9781315608174
Mills, N., et al. (2020). Culture and Vision in Virtual Reality Narratives. Foreign Language
Annals, 53(4), 733 – 760. DOI: 10.1111/flan.12494
Národní divadlo Moravsko-slezské. (2021, June). Podcasty. Retrieved Oct 20, 2021 from https://
podcast.ndm.cz/
Nata, G. N. M., Anthony, S., and Putu, P. Y. (2021). Knowledge Discovery and Virtual Tour
To Support Tourism Promotion. Transactions on Sustainable Digital Innovation, 2(2),
94–106.
Ostrava City. (2008, June). Výsledky SWOT analýzy. Retrieved Oct 20, 2021 from https://www.
ostrava.cz/cs/urad/magistrat/odbory-magistratu/odbor-kultury-a-volnocasovych-aktivit/
oblast-kultury/vymezeni-cinnosti/c-documents-and-settings-kolarcikovada-plocha-
doc-pracovna-web-nova1-2-web-kultura-analyzakultury7-swot.pdf
Ostrava City. (2020, May). Magistrát města Ostrava. Retrieved Oct 20, 2021 from https://www.
ostrava.cz/cs/urad/magistrat?set_language=cs
Papazoglou, E. G. (2019). Society and Culture: Cultural Policies Driven by Local Authorities as
A Factor in Local Development – The Example of the Municipality of Xanthi – Greece.
Heritage, 2(3), 2625 – 2639. DOI: 10.339/heritage2030161
Pratt, C. A. (2011). The cultural contradictions of the creative city. City, Culture and Society. 2
(3), 123 – 130. DOI: 10.1016/j.ccs.2011.08.002
Pravdová, H. (2015). Manažment & marketing v kultúrnych inštitúciách. Bratislava: Polygrafické
stredisko UK.
Rashid, Y., et al. (2019). Case Study Method: A Step-by-Step Guide for Business Researchers.
International Journal of Qualitative Methods, 18(1), 1 – 13. DOI: 10.1177/1609406919862424
Rautela, A., and Agrawal, P. (2020). A Review of Modern Marketing Tools in the Era of COVID
– 19. PalArch´s Journal of Archeology and Egyptology, 17(6), 11583 – 11602.
Saduov, R. (2021). Cultural and Linguistic Landscape in a Multi-Ethnic City: A Methodological
Turn. Faces of Urban Cultural Landscape. Banska Bystrica: Koprint.
Spencer – Oatey, H. (2012). What is Culture? A compilation of quotations. University of Warwick
(pp. 1 – 22). Retrieved from www.wawrick.ac.uk/fac/soc/al/globalpad/interculturalskills/
Steinmetz, G. (2018). State/Culture: State Formation after the Cultural Turn. New York: Cornell
University Press.
Štetić, S., et al. (2020). Mobile apps as a tool for destination management – case study of Belgrade.
In V. Bevanda & S. Štetić (Eds.), 5rd International Thematic Monograph: Modern
Management Tools and Economy of Tourism Sector in Present Era (pp. 569 - 584). Belgrade:
Association of Economists and Managers of the Balkans with Faculty of Tourism
and Hospitality, Ohrid, North Macedonia. DOI: 10.31410/tmt.2020.569
Swiderová, Š. (2020, March). Národní divadlo moravskoslezské Ostrava: Tiskové zprávy.
Retrieved Oct 19, 2021 from https://www.ndm.cz/userfiles/archiv_priloh/clanky/tiskove-
zpravy/2019-2020/divadlo-pod-rouskou-1585662322.pdf
Timothy, D. J. (2011). Cultural Heritage and Tourism. Bristol: Channel View Publications.
Villaespesa, E., and Navarrete, T. (2019, April). Museum Collections on Wikipedia: Opening Up to
Open Data Initiatives. MW19: Boston. Retrieved Sept 01, 2021 from https://mw19.mwconf.
org/paper/museum-collections-on-wikipedia-opening-up-to-open-data-initiatives/
Vladimirovich, A. K., et al. (2021). COVID-19 Pandemic Response: Culture, Technology and
Law Going Viral. Science Synergy, 59(1), 17-85.
Walton, J. K. (2009). History of Tourism. In Jamal, T., and Robinson, M. (Eds.) The SAGE
Handbook of Tourism Studies (pp. 115 – 129). London: Sage Publications Ltd.
Wroblewski, L. (2017). Culture Management. Berlin: Logos Verlag. DOI: 10.30819/4378
| tmt.2021-2022.379.pdf |
Association of Economists and Managers of the Balkans
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: [email protected]
www.udekom.org.rs
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: [email protected]
www.udekom.org.rs
Tel. +381 62 812 5779
VAT number: 108747027
Registration number.: 28157347
Registration number.: 28157347