A Study on Cultural Heritage Preservation in the Digital Era
Tanishq Prasad, PGDM in Marketing,
Universal Business School, Karjat, Raigad,
Email address: tanishq.prasad@ubs.org.in
Aman Sehgal, PGDM in Marketing,
Universal Business School, Karjat, Raigad,
Email address: aman.sehgal@ubs.org.in
Saksham Ghiya, PGDM in Marketing,
Universal Business School, Karjat, Raigad,
Email address: saksham.ghiya@ubs.org.in
ABSTRACT
In our digitally driven era, the preservation of cultural heritage stands at a critical juncture, necessitating an exploration of the challenges and opportunities associated with this dynamic process. This research paper investigates the evolving landscape of cultural heritage preservation, emphasizing the transformative impact of digitization and the vital role of marketing strategies in advocacy and support. The significance of cultural heritage preservation lies in its ability to safeguard the collective identity of societies. This study emphasizes the role of tangible and intangible cultural assets in maintaining traditions and preserving human history, echoing the sentiments expressed by scholars such as Smith (2016) on the social cohesion that stems from cultural heritage. The advent of digital technologies has ushered in a new era for cultural preservation, offering novel approaches to archiving, restoration, and dissemination. However, this digital transformation presents challenges such as data security, copyright concerns, and addressing the digital divide, as highlighted by Jones (2018). Crucially, marketing strategies play a pivotal role in raising awareness and garnering support for cultural heritage preservation initiatives. Successful case studies, such as the British Museum's digital outreach (Smithsonian, 2020), underscore the potency of digital marketing in the cultural preservation domain. As technology continues to advance, the future of cultural heritage preservation will likely witness innovations in artificial intelligence, virtual reality, and augmented reality. This paper provides insights into these future trends and recommends adaptive strategies for marketers, policymakers, and cultural institutions to foster sustainable preservation efforts.
KEY WORDS: cultural heritage preservation, virtual reality (VR), artificial intelligence (AI), tourism, digital reconstruction, technological advancements, transformative impact.
