Promoting a World Heritage Site through Social Media: Suwon City’s Facebook Promotion Strategy on Hwaseong Fortress (in South Korea)

Suwon City's social media strategy, particularly on Facebook, proved effective in promoting Hwaseong Fortress, a UNESCO World Heritage Site in South Korea. The study analyzed network features, subordinate features, and semantic features from 2015 to 2017, revealing dynamic changes in promotion patterns over time. Key findings suggest that leveraging social media can significantly enhance public engagement with cultural heritage sites. The research provides actionable insights for refining promotional strategies, emphasizing the importance of adaptive content and network analysis in heritage site management.

Yoon, S.-W., & Chung, S. W. (2018). Promoting a World Heritage Site through Social Media: Suwon City’s Facebook Promotion Strategy on Hwaseong Fortress (in South Korea). Sustainability, 10(7), 2189. https://doi.org/10.3390/su10072189