FACETS OF THE MARKETING COMMUNICATION FOR PROMOTING
     THE ROMANIAN INDUSTRIAL CULTURAL HERITAGE

                       Călin VEGHEȘ1, ORCID: 0000-0002-1911-9461
                     Laurențiu STOENICĂ2, ORCID: 0000-0002-9829-7222


Abstract: In recent years, cultural heritage has been extensively considered by both marketing
scientists and practitioners as an important resource capable to support the sustainable
development of the local communities. Its diversified content, properly capitalized, can fuel the
overall efforts made by the heritage owners and managers to develop their communities in
economic, social, and environmental terms. Marketing communication plays a vital role in these
endeavors by drawing attention, generating interest, stimulating desire, and determining the
action of the consumers in relation to the cultural heritage.Industrial cultural heritage represents
a segment in full ascent expanding as former factories and plants are decommissioned and join
the older buildings, equipment, and technologies having already a historical value. The former
centrally planned economies from Central and Eastern Europe, including Romania, are in the
situation to manage what was called „a pile of scrap metal" by transforming it into a resource to
be employed and capitalized as industrial cultural heritage. The paper aims to explore the extent
to which this industrial cultural heritage may represent an attraction for the Romanian tourists
and to identify how an appropriate marketing communication conducted under the particular
context generated by the pandemics could transform it into a cultural tourism asset based on the
results of a quantitative approach.

Keywords: cultural heritage, marketing communication, industrial heritage, cultural tourism

JEL Classification: M31, Z32




1
  Bucharest University of Economic Studies, Faculty of Marketing, Department of Marketing, Romania, Web of
Science Researcher ID: R-1932-2019
2
  ARTIFEX University of Bucharest, Faculty of Management-Marketing, Department of Management-Marketing,
Romania, ORCID: 0000-0002-9829-7222
DOI: 10.29302/oeconomica.2021.23.2.12
Pp. 129-135