Modern trends in managing cultural tourism cathedrals

RESEARCH AREA: ECONOMICS

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CONTRIBUTION TO THE SUSTAINABLE DEVELOPMENT GOALS OF THE UCM

The goal of SDG 8 (Decent Work and Economic Growth) is to promote sustainable tourism and local employment. At UCM, long-term research provides tools for cultural institutions: an algorithm for measuring communication effectiveness, visitor modeling, management weakness diagnostics, and targeted strategies. These solutions increase visitor numbers and revenues for monuments and strengthen regional development. At the same time, they fulfill UCM's innovation goals under SDG 9 (Industry, Innovation and Infrastructure), promote responsible tourism in the context of SDG 12 (Responsible Consumption and Production), and partnerships between SDG 17 (Partnerships for the Goals) actors.

Social demand	How can we significantly increase visitor numbers to museums, castles, and other cultural monuments that are considered cathedrals of cultural tourism? Traditional approaches often encounter barriers that hinder their potential and limit their impact on regions. The question is how to combine historical value with modern trends in management and marketing communication.
UCM solution	More than 15 years of systematic research have resulted in innovative tools that are changing the way cultural institutions approach visitors. The development of an algorithm to measure communication effectiveness, modeling typical visitors based on sociodemographic data, diagnosing management weaknesses, and designing targeted communication strategies are the key pillars of this approach.
Social impact of the UCM solution	The results not only support the growth in visitor numbers to monuments, but also contribute significantly to regional development. An effectively set marketing strategy supports employment, raises living standards, and strengthens awareness of the region as an attractive destination. This research proves that cultural heritage can be a driving force for the modern economy.
Partnerships	The results of the study were presented at international professional forums and published in prestigious journals. Practical knowledge was also acquired by employees of Slovak museums and cultural institutions, who are implementing it directly in the field. Combining academic research with practice makes it possible to realistically improve the functioning and attractiveness of cultural monuments.
Contact	assoc. prof. PhDr. Michal Lukáč, PhD., Ed. D. (michal.lukac@ucm.sk) Institute of Management Univerzita sv. Cyrila a Metoda v Trnave Nám. Jozefa Herdu 2 917 01 Trnava