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