Tourist functionality of the communication management on malaga’s museums’ social networks

Abstract

This research focuses on the communication management of cultural heritage that the Contemporary Art Centre of Malaga, Picasso Museum, Casa Natal, the Pompidou, and Carmen Thyssen carry out. They are institutions from Malaga that are competitive touristic attractions, allowing the capital of the Costa del Sol to position itself as a city of museums. Based on the content analysis of the institutional profiles of these centres on social networks and from semi-structured interviews with communication managers, these new forms of communication have fostered new ways of consuming the museums’ cultural products. Simultaneously, communication management in the digital space has had an impact on the tourist functionality of these institutions, increasing the number of visitors they receive annually. It can be seen that museums are a tourist attraction as a result of both institutional communication management and the content generated by users on their websites, who contribute to great.