The Role of the Web and Social Media in the Tourism Promotion of a World Heritage Site. The Case of the Alcazar of Seville (Spain)

The information and communication technologies have revolutionized tourism and the promotion of cultural attractions. They constitute a tool with which to enhance the cultural heritage and economy of a territory in the context of tourism innovation. The article aims to analyze the potential of the website and social media of the Alcazar of Seville—declared a World Heritage Site by UNESCO—in promoting tourism. The quality of this official website and social media was analyzed and evaluated through the 7 Loci model and the Nvivo tool, with weaknesses and strengths being identified. The analysis highlighted weaknesses in areas such as the content, which needs to be optimized, the impossibility of viewing the information in other languages, and the global management of the website and social media, which should be reviewed. The study also presents strengths, including excellent visibility and good positioning in the main search engines, links from the website to social media (Facebook, Twitter, Instagram and YouTube) and the adequacy of the time needed to download the pages.