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Folia Geographica 2017, 59/1, pp. 5-35

HERITAGE MARKETING A MOŽNOSTI JEHO VYUŽITIA PRI ROZVOJI TURISTICKEJ DESTINÁCIE Prípadová štúdia hradu Čičva

POTENTIAL OF THE HERITAGE MARKETING IN TOURIST DESTINATIONS DEVELOPMENT Čičva castle ruins case study

Kvetoslava MATLOVIČOVÁ A*, Martina HUSÁROVÁ B

Received: January 16, 2016 | Revised: January 26, 2017 | Accepted: February 10, 2017
Paper No. 17-59/1-500

A* University of Prešov, 17. novembra 1, 080 01 Prešov, Slovakia
kvetoslava.matlovicova@unipo.sk (corresponding author)

B 3MONT plus, Kalinčiakova 2468/4A, 09301 Vranov nad Topľou, Slovakia
mh.husarova@gmail.com


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Abstract
The phenomenon of heritage tourism and the possibility of marketing, we will in this study are given in both the theoretical and the empirical level. In theory, we touch certain issues defining heritage marketing and management as well as a possible perspective access to them. In the empirical level, we will point to the existing cultural potential of castles and ruins in Slovakia, with particular focus on the example of ruins Čičva. We indicate the most promising areas of strategy development of heritage tourism in the tourist destination Čičva.

Key words
Heritage, heritage marketing, tourism, destination marketing, castle Čičva

SUMMARY

POTENTIAL OF THE HERITAGE MARKETING IN TOURIST DESTINATIONS DEVELOPMENT
Čičva castle ruins case study

The study deals with the possibilities of heritage tourism and its marketing opportunities both in the theoretical and the empirical level. In the theoretical section, we touched upon the existing problems of the Slovak terminology, we devoted to the definition, the position in relation to other forms of marketing (heritage marketing, art marketing, fine arts marketing), we have briefly suggested development stages of the “heritage of thinking”, which described Professor Gregory J. Ashworth (2012) and the possible perspectives of the approach to heritage in the past. In the empirical plane, we pointed to the existing and so far in tourism, little-used cultural potential of the castles and their ruins as an important part of cultural heritage of Slovakia. Special attention has been paid to the example of the ruins of the castle Čičva. The rich history, unusual architecture, and interesting natural environment advise the castle Čičva to monuments with a strong, but yet also considerably unused potential. Compared with other castles of the regions of eastern Slovakia, it has a number of flaws in the implementation of the cultural-historical events, in the width and variety of the offer and additional services, in the promotion of the activities of the association, and also the castle itself, as the visitation-worthy local tourist attraction. Our realized analysis has shown that for achieving the goal to increase the number of visitors, the authorities involved in the process of restoration of the castle should use the strategy of the so-called alliance, which is based on the use of offered opportunities, which would strengthen its position in the market and gradually eliminate the numerous shortcomings. To use the opportunities, however, it does not currently have enough internal forces; therefore, it is recommended to obtain a strategic partner or partners (e.g., networking with other bodies, civic associations, entrepreneurs, or self-governing bodies, etc.), who would enable it to take full advantage of so far untapped potential and existing development opportunities. In the following years, the development of the castle priority should be directed to four key areas: a) the use of the historical potential of the castle, b) creating a menu of events with a historical theme, c) finding a strategic partner or multiple partners for the acquisition of financial resources from the Ministry of Culture of the SR and the ESF within OP Employment and Social Inclusion, and d) intensifying the promotion of the castle. The correct choice of instruments of marketing communications should be a way to address the general public, targeting in particular the key segment – families with children (alternative groups of young people and pensioners).

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