Digital marketing practices in tourism: advances in the cultural heritage of China

Driven by the advances in digital technologies and the impact of COVID-19, tourism demand and travel modes are changing. Digital technology is becoming an increasingly important tool for communicating and popularizing cultural heritage. In this chapter, we first state the leading technologies that evolved in digital marketing, which help enhance consumer engagement, a sense of immersion, and even learning effectiveness. Afterwards, we present the state-of-the-art digital marketing of cultural heritage in China, highlighting the technical efforts behind digital marketing. China's features and problems in cultural heritage denomination are also analyzed. We finally identify a set of recommendations to follow when designing digital marketing for cultural heritage. The digital marketing practices for cultural heritage in China might provide a reference for the development of international cultural heritage tourism.