Tourist mediation and communication on destination in towns with the mankind heritage label: the case of Caceres

From the point of view of intercultural communication, this research presents a comparative analysis of different ways of communication available for tourists to know and visit a World Heritage City as Caceres. Interpersonal mediations (tourist guides, local inhabitants), Graphic mediations (brochures, guides) and digital mediations (audio guides, web 3.0) in open contexts and museums are compared. On the one hand, analysing statistics on hotel occupancy, museum visits, concentration of craft and souvenirs shops, we outline a tourist cartography of the city. On the other hand, using ethnographic participant-observation methods, in-depth interviews we introduce key questions such as what is selected and prioritized of the city to be shown and what is hidden and almost inaccessible to tourists, what part of the material and immaterial cultural heritage of the city is accessible and experienced by tourists, what criteria and principles guide the discourse and content of information to tourists, and what is imprinted in the memory of tourists. The tourist-user experience in Web 3.0 and through digital applications and as a participant in social networks is also analysed.