Promotion and development of Tunisian cultural heritage through social media

Tunisia, is a country with a rich and diverse cultural heritage, having hosted numerous civilizations throughout history. This thesis investigates how social media can be effectively used in the promotion, preservation, and public engagement of Tunisia's cultural heritage. In the digital age, the opportunities provided by online platforms offer significant potential, particularly in strengthening cultural connections with younger generations. In this context, the study develops six hypotheses to analyze the role of social media across key dimensions: general awareness of cultural heritage, exposure to cultural content, perceived effectiveness of online promotion, personal engagement and intentions, risks and concerns, and youth engagement with digital tools. The research was conducted using a quantitative method, and 231 valid questionnaire responses were collected in 2025. The study explores how content shared on platforms such as Facebook, Instagram, and YouTube influences attitudes toward cultural heritage, and how tools such as virtual tours and videos can enhance interest. The findings indicate that social media serves as an important tool for the sustainable promotion of cultural heritage. At the same time, issues such as content accuracy and digital inequality are highlighted as factors requiring attention. By examining the relationship between cultural heritage and digital communication in the context of Tunisia, this thesis contributes to academic literature and offers practical recommendations for policymakers in the field of cultural development.