The disintermediation role of social media to manage and monitor visitor flows in heritage sites

Social media plays a pivotal role in managing and monitoring visitor flows at UNESCO World Heritage Sites, offering a disintermediation approach that fosters sustainable tourism. Research analyzing social media platforms from April 2019 to September 2020 across sites like the Swiss Alps Jungfrau-Aletsch, Rhaetian Railway, Venice and its Lagoon, and the Tuscan Islands revealed significant insights into visitor behavior, tourism promotion, and hospitality services. The findings highlight how social media can enhance awareness for natural and cultural heritage while mitigating negative impacts of overtourism. A proposed Social Media Action Planning framework aims to guide heritage site managers in communicating values and managing tourism effectively. This study underscores the transformative potential of digital tools in balancing conservation with sustainable visitor engagement.

Ruoss, E., & Sormaz, A. (2022). The disintermediation role of social media to manage and monitor visitor flows in heritage sites. Handbook on Heritage, Sustainable Tourism and Digital Media. https://doi.org/10.4337/9781788970082.00034