Implementation of a visibility strategy in the heritage institution Claustro Nuestra Señora de la Merced

Abstract

Virtual tours have become innovative digital strategies in the framework of promoting heritage sites. This technological tool allows visitors to live new immersive experiences in places of heritage value, whilst also making these places digitally accessible to the community. Research on this topic demonstrates that offering multimodal visits has a significant impact for attracting visitors and, hence, increasing the visibility of heritage buildings. In this project, the reader will have an insight into the application of this tool to Cartagena’s heritage building “Cloister Nuestra Señora de la Merced” through the development of a visibility strategy, whose aim is to generate appropriation among the local community and increase their interest in visiting this cultural asset. Furthermore, the results of this proposal indicate that this project requires additional work and implementation. In addition, this degree project also encompasses my personal experience as an intern in this institution, working for the Cultural Heritage Observatory.