MARKETING AND NEW TECHNOLOGIES AS A WAY OF REGENERATING HERITAGE ASSETS: THE ARAB BATHS OF THE ANCIENT MADINA MAYURCA, NOW PALMA DE MALLORCA, SPAIN

  • investur investur
  • Margarita Barrera Cañellas Escuela Universitaria de Turismo Felipe Moreno. EUTFM
  • Luciana Melo Pereira Escuela Universitaria de Turismo Felipe Moreno. EUTFM
  • Javier Franconetti Manchado Escuela Universitaria de Turismo Felipe Moreno. EUTFM

Abstract

Nowadays, one of the tourism sectors with the highest growth rate is cultural tourism, a fact that pushes different localities not only to show their heritage but also to update it in order to offer tourists a quality experience during their visit that provides them with a unique experience. Thus, we find heritage assets that are exploited for tourism but which are either not adequately prepared for the visit or are not sufficiently exploited for it. The reasons for this are usually lack of knowledge or lack of funding for the modernisation of the property or its route.

One of these cases observed is the Arab Baths of Palma de Mallorca in Spain, which are a regular reference point for visits in the old part of the city, in the centre of which they are located. The objective we set ourselves is to study and propose the revitalisation of the aforementioned asset, using a projective analytical methodology, proposing its modernisation through the correct use of sensory marketing tools in conjunction with new video mapping technologies, in order to achieve a simple and effective way of updating it at an affordable cost, which will allow it to stand out in the wide range of heritage culture on offer in the city.

References

Ajuntament de Palma (7 de enero de 2022). Baños árabes,
https://palmavirtual.palma.cat/portal/PALMA/turismo/contenedor1.jsp?seccion=s_floc_d4_v1.jsp&codbusqueda=2253&language=es&codResi=1&layout=contenedor1.jsp&codAdirecto=1163
Cárdenas, J. (2020). E-marketing del patrimonio cultural. Paper do NAEA.1(3). Mar del Plata, Argentina.
Castillo, S. (2014). Grupo Ciudades Patrimonio de la Humanidad.
Ministerio de Industria, energía y Turismo´´. 2ª edición. A&M Gráficas.
Fortich, N. (2013).¿Revisión sistemática o revisión narrativa?. Ciencias y salud virtual, 5 (1), 1-4. h t t p s: / / d o i. o r g/ 1 0. 2 2 5 1 9 / 2 1 4 5 5 3 3 3
Gómez, M. y García, C. (2012). Marketing sensorial: Cómo desarrollar la atmósfera del establecimiento comercial. Distribución y Consumo. 39(2), 30-39.
Google Research. (01 de febrero de 2022) Google baños árabes,https://www.google.com/search?q=google%20ba%C3%B1os%20%C3%A1rabes&rlz=1C1ONGR_esES981ES982&oq=google+ba%C3%B1os+%C3%A1rabes&aqs=chrome..69i57j69i64.7794j0j15&sourceid=chrome&ie=UTF-8&tbs=lf:1,lf_ui:2&tbm=lcl&sxsrf=APq-WBuka0kkIT-zL8UkT7VllY256hEBrQ:1643738608732&rflfq=1&num=10&rldimm=9007732644208070413&lqi=ChVnb29nbGUgYmHDsW9zIMOhcmFiZXMiA4gBAUjgz8KsiICAgAhaGBAAEAEYABgBIg5iYcOxb3Mgw6FyYWJlc5IBEnRvdXJpc3RfYXR0cmFjdGlvbqoBFhABKhIiDmJhw7FvcyDDoXJhYmVzKA4&ved=2ahUKEwiv1IG_i9_1AhUBwQIHHbOjDCQQvS56BAgEED8&rlst=f#
Hurtado de Barrera, J. (2012). Metodología de la investigación, guía para una comprensión holística de la ciencia. Bogotá, Ediciones Quirón - Sypal.
Illes Balears Travel. (8 de enero de 2022) Los baños árabes de Palma deMallorca, https://www.illesbalears.travel/articulo/es/mallorca/los-banos-arabes-de-palma-de-mallorca
Masmallorca (10 de diciembre de 2021). Los baños árabes de Palma. https://www.masmallorca.es/cultura/los-banos-arabes-de-palma.html
Milgram, P., & Kishino, F. (1994). A Taxonomy of Mixed Reality Visual Displays. Ieice Transactions on Information and Systems, 77 (12), 1321-1329.
Ministerio de Cultura y Deporte (10 de noviembre de 2021) Catálogo de Bienes de Interés Cultural. https://www.culturaydeporte.gob.es/cultura/patrimonio/bienes-culturales-protegidos/consulta-de-bienes-inmuebles/sobre.html
Prats, L. (2016). Antropología y patrimonio. Ed. Ariel, Barcelona.
Querol, M.A. (2010). Manual de Gestión del Patrimonio Cultural. Akal. Madrid
Ruiz Torres, D. (2013). La realidad aumentada su aplicación en el patrimonio cultural. Gijón: Ediciones Trea.
Santos, F. (2018). Marketing sensorial y el imperio de los sentidos. Bardena, Barcelona.
Singhal, S. y Khare, K. (2015). Does Sense Reacts For Marketing-Sensory Marketing. International Journal of Management, IT and Engineering, 5(2), 1-18.
Velasco, M. (2009). Gestión Turística del patrimonio cultural. Enfoques para un desarrollo sostenible del turismo cultural. Cuadernos de Turismo 23. 237-253.
Published
2022-10-06
How to Cite
investur, investur, Barrera Cañellas, M., Melo Pereira, L., & Franconetti Manchado, J. (2022, October 6). MARKETING AND NEW TECHNOLOGIES AS A WAY OF REGENERATING HERITAGE ASSETS: THE ARAB BATHS OF THE ANCIENT MADINA MAYURCA, NOW PALMA DE MALLORCA, SPAIN. Journal of Tourism and Heritage Research, 5(4), 84-93. Retrieved from http://jthr.es/index.php/journal/article/view/420