Quality of marketing communication as a tool for the sustainability of the cultural heritage visitor

Organisations managing cultural heritage or UNESCO sites are one of the types of cultural sector institutions with a solid potential to use modern marketing communication methods.Marketing communication tools facilitate the accessibility of tourism services by raising customer awareness.Although the tourism business is considered a pioneer in introducing new technologies, there is still great potential for growth in marketing communication at UNESCO sites.The present article aims to identify visitor preferences for evaluating the quality of communication infrastructure in the environment of selected UNESCO sites and to derive propositions for managing digital marketing communication towards the sustainability of the cultural heritage visitor.In the study, we use quantitative methods to analyse and evaluate the current status, which we initiated in the selected UNESCO sites.To identify the quality of marketing communication, we used a triplet of separated Chi-square tests for each period.Fisher's exact test was used in the case of non-fulfilment of the condition.We identified viral marketing, bookmarking, Pinterest, Influencer marketing, user-friendly website interface, and consistent measurement of marketing communication effectiveness as the primary benefits to improve the quality of UNESCO object marketing communication.Such findings could be helpful in the future for creating so-called tailored products for the visitor.