Anamnesis of Marketing Processes of Cultural Tourism Departments

Abstract

The present article aims to analyse the marketing processes applied in cathedrals of cultural tourism, namely in five castle museums in Slovakia. The study covers the four periods studied and seeks to identify the shortcomings in the current marketing management while proposing solutions to make these processes more efficient to maintain and increase visitor numbers. The research subjects were the staff of five castles and chateaus, called castle museums in the museum classification. These sites are located throughout the Slovak Republic, covering an area from north to south and east to west, with each museum in a different municipality. Due to their attractiveness to domestic and foreign visitors, they are among Slovakia's most important cultural monuments. Quota sampling was used to select the sample of respondents. The main results include an analysis of the structure of the marketing managers of the Castle museums and the managerial view of the visitors of these museums. These findings provide critical information for improving marketing processes that can contribute to more effective management and increase the number of visitors to the Castle museums, thus strengthening their position in cultural tourism.