What is Worth of Mouth

This chapter offers an in-depth analysis of archaeological sites and the value they represent to the field of cultural tourism. Specifically, this chapter discusses the suitable means of studying and managing archaeological sites, which represent tangible examples of cultural tourism. Managed properly, such sites may attract a larger number of visitors and thereby contribute to the region's socioeconomic development. In order to illustrate this line of research, this analysis will focus on one archaeological site in particular, namely the Archaeological Park of Segóbriga in the province of Cuenca, Spain. More specifically, the chapter reviews survey data collected over several years by related public institutions. The findings lend support to several measures that may improve the management of such sites in the context of cultural tourism. The most important of these is the dissemination and promotion of information about the site through WOM and eWOM.