ARQUEOLÓGICA 2.0 - 8th International Congress on Archaeology, Computer Graphics, Cultural Heritage and Innovation
On behalf of the Organisation Committee of the International Congress on Archaeology, Computer Graphics, Cultural Heritage and Innovation ‘ARQUEOLÓGICA 2.0’, it is a pleasure to invite our colleagues from all over the world to come to the 8th Edition of ARQUEOLÓGICA 2.0 in Valencia, Spain, 5th – 7th September 2016. The lemma of the Congress is: ‘Advanced 3D documentation, modelling and reconstruction of cultural heritage objects, monuments and sites’. Researchers, professors, archaeologists, architects, engineers, art historians… from archaeology, computer graphics and geomatics dealing with cultural heritage are invited to share knowledge and experiences in the field of Virtual Archaeology. The participation of well-known researchers and enterprises is very much appreciated. An attractive and interesting schedule is arranged for the participants and visitors.
ARQUEOLÓGICA 2.0 – 2016 is organised by the Spanish Society of Virtual Archaeology (SEAV), the Virtual Archaeology International Network (INNOVA), and the Universitat Politècnica de València in cooperation with CIPA Heritage Documentation.
URI permanente para esta colecciónhttps://riunet.upv.es/handle/10251/84530
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Item type: Capítulo de libro , Access status: Abierto , APLICACIÓN DE DIVERSAS TÉCNICAS DE DOCUMENTACIÓN PATRIMONIAL ARQUITECTÓNICA EN LA ALQUERÍA 'MAS DEL NOI'(Editorial Universitat Politècnica de València, 2016-10-27) Carbonell-Rivera, Juan Pedro; Montalvá España, David; Lerma, José Luis; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Ingeniería Geodésica, Cartográfica y Topográfica; Grupo de Cartografía Geoambiental y Teledetección[EN] For the study, documentation and conservation of architectural heritage, it is required to use all the available techniques, classic and new, that may contribute to provide a correct idea about the present condition of the construction, and tackle the possible actions for its appropriate maintenance. This paper describes the usage of a terrestrial laser scanner for the recording and documentation of the ‘Mas del Noi’ at the Campus of Vera, Universitat Politècnica de València. First, classical techniques are used for the graphical recording, sketches and topographic radiation. Afterwards, it is shown the indirect process implemented for the massive 3D data acquisition from laser scanning and photogrammetry, modelling of the point cloud and 3D printing to materialize the final results. The detection of alterations by multispectral and thermal imagery is also included.Item type: Capítulo de libro , Access status: Abierto , A PILOT PROJECT AERIAL STREET VIEW TOUR AT THE VALLEY OF THE TEMPLES (AGRIGENTO)(Editorial Universitat Politècnica de València, 2016-10-27) Bonacini, Elisa[EN] The aim of this paper is to offer a preview of the pilot project in progress at the Unesco site Agrigento Valley of the Temples (Italy). Thanks to a partnership with Google Business Photos/Street View Indoor, we managed to map the Temple of Juno Lacinia, the only temple that can be visited online on a 360° tour on a Google platform, browsable inside. Also some POIs will be selected which can be clicked and explored, taking captions in Italian and in English languages with descriptive sheets of architectural and decorative elements, videos and aerial virtual tours realized with drones.Item type: Capítulo de libro , Access status: Abierto , RECUPERANDO EL PALACIO VISIGODO DE PLA DE NADAL (RIBAROJA DE TÚRIA, VALENCIA)(Editorial Universitat Politècnica de València, 2016-10-27) Ribera, Albert; Escriva, Isabel; Macias, Josep; Marin, Jose Julio; Morin, Jorge; Puche, Josep; Rossello, Miquel; Sanchez, Isabel; Santonja, Alfredo; Silvestre, Cristina[EN] The palace was a monumental building with two towers on the front, a central courtyard, a ground floor with utilitarian function and a luxury upper floor with an aristocratic and representative character and an extraordinary architectural decoration. The building was used a short time, less than a century, because a great fire caused its collapse and destruction of the building. After a lot of historical, archaeological and architectural dimension studies, there is a new interpretation of the palatine building. For the 3-D modelling of the palace, we use a data collection with a laser-scanner, and the plans from the excavation and the architectural modulation previously elaborated. The conclusions of the multidisciplinary work from the reconstruction have been used extensively in archaeological publications and, especially in the didactic information for the new Visigoth Museum and other touristic activities. There's also a 3-D printed model of the reconstruction.Item type: Capítulo de libro , Access status: Abierto , PIXEL-LEVEL IMAGE FUSION FOR ARCHAEOLOGICAL INTERPRETATIVE MAPPING(Editorial Universitat Politècnica de València, 2016-10-27) Verhoeven, Geert; Nowak, Milena; Nowak, Rebecca[EN] This article reports on the current capabilities and future developments of TAIFU, a MATLAB Toolbox for Archaeological Image FUsion. After introducing the need for archaeological image fusion and the benefits it can bring for the interpretation of archaeological image data, the paper briefly explains some of the major fusion methods that are embedded in TAIFU. Afterwards, additional functionality such as metadata tracking and various pre- and post-processing steps are detailed. The paper concludes with a short roadmap of future TAIFU developments.Item type: Capítulo de libro , Access status: Abierto , EDETA 360º: VIRTUAL TOUR FOR VISITING THE HERITAGE OF LLÍRIA (SPAIN)(Editorial Universitat Politècnica de València, 2016-10-27) Maícas Prats, José Miguel; Viñals, Mª José; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Arquitectura; Centro de Investigación en Arquitectura, Patrimonio y Gestion para el desarrollo Sostenible[EN] Virtual enhancement of cultural heritage by using 360º panorama photography technologies have become well established as a mean of digitally recording heritage sites for conservation, education and tourism purposes. This paper describes the work undertaken to create an interactive virtual tour based on panorama photos of the town of Llíria and its surroundings, called “Edeta 360º”. This application aims to allow the general public to learn about the heritage of Llíria and to appreciate, disseminate and share it, while at the same time engaging users in a real experience of the town. Methodologically, this work has been addressed following an easy procedure with off-the-shelf equipment and using both freely available software (Hugin 2014.0.0) and Easypano Tourweaver 7.90®, while ensuring the quality of the final product.Item type: Capítulo de libro , Access status: Abierto , ESQUINA MULTIMEDIA – MUSEUM EXHIBITION FOR THE VISUALIZATION OF CHAN CHAN ARCHAEOLOGICAL SITE(Editorial Universitat Politècnica de València, 2016-10-27) Pierdicca, Roberto; Malinverni, Eva Savina; Frontoni, Emanuele; Colosi, Francesca; Orazi, Roberto[EN] Chan Chan, an archaeological site located at Trujillo, Peru, is a huge historical settlement very large and difficult to visit and some well-conserved architecture, like Huaca Arco Iris, is very far from the core centre of the site. Furthermore many other heavy factors, as illegal excavations, marine salt transported by the wind and the sometime devastating phenomenon of the Niño, are the reasons of the lost of many decorative elements, which are covered due to conservation issues. To overcome the aforesaid problems, we designed, developed and realized the museum exhibition called “Esquina Multimedia”, providing the tourists with interactive and enjoyable applications. An Augmented Reality application has been developed in order to discover ancient artefacts that are invisible because covered by the earth (or by protection structures). A web-browser has been specifically designed to show bas-relieves, with HD visualization and with anaglyph stereoscopic view. Herewith, a wall-mounted panel representing a metric 3D reconstruction by an accurate survey of the building helps the user to find the artefact position.Item type: Capítulo de libro , Access status: Abierto , EL PALACIO DE LOS NIÑOS DE DON GOME (ANDÚJAR, JAÉN), GESTIONADO DESDE UN PROYECTO H-BIM(Editorial Universitat Politècnica de València, 2016-10-27) Gascón, Alvaro; Julián, Enrique; Campos, Juan José[EN] The document aims to clarify an efficient methodology for the study of the built heritage. This methodology comprises the historical, construction and evolutionary aspects regarding the heritage, and also includes the chronology of interventions carried out in the historic building. The collection and manipulation of graphic information and related data will be based on a 3D interoperable graphic model which allows managing the information integrated in it, regarding the disciplines related to the conservation process and Heritage Rehabilitation. Furthermore, the system will widen the management of coming information in heritage maintenance, thus fulfilling its life cycle.The case study focuses on the Palace of the Children of Don Gome, a historic building located Andujar, Jaen (Spain). This work compiles and organises data in order to enable an analysis based on a Heritage or Historic Building Information Model called the “HBIM Project”. In addition, this model will employ precise techniques for the acquisition of real geometries, such as photogrammetry, so as to generate a model including all relevant and accurate information about a building of significant historical and architectural value.Item type: Capítulo de libro , Access status: Abierto , LA PUNTA DEL ICEBERG: ARQUEOLOGIA ANTÁRTICA EN LA ERA DIGITAL(Editorial Universitat Politècnica de València, 2016-10-27) Codevilla, Fernanda; Cruz, Jimena; De Alkmin Radicchi, Gerusa; Zarankin, Andres[EN] This presentation seeks to discuss the use of digital technologies in the research conducted in the fieldwork and in the laboratory of the Antarctic Archaeological Project. This effort that is being done by the members of the LEACH tries to contribute to a better record of the information produced through the work carried out and also to elaborate new research and divulgation tools.Item type: Capítulo de libro , Access status: Abierto , A NEW METHODOLOGY FOR THE 3D PHOTOREALISTIC VIRTUAL RECONSTRUCTION OF THE ARCHAEOLOGICAL SITE “CASTELLET DE BERNABÉ” (LLÍRIA, SPAIN)(Editorial Universitat Politècnica de València, 2016-10-27) Portalés Ricart, Cristina; Alonso-Monasterio Fernandez, Pau; Viñals, Mª José; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Arquitectura; Centro de Investigación en Arquitectura, Patrimonio y Gestion para el desarrollo Sostenible; Departamento de Urbanismo; Instituto del Transporte y Territorio; Escuela Técnica Superior de Ingeniería de Caminos, Canales y Puertos[EN] In recent decades, the 3D virtual reconstructions and visualizations of archaeological sites have been commonly used by scientists to better understand the missing structures. They have also been considered as an interesting communication tool for addressing the presentation of these assets to the audiences because virtual immersive environments presentations are an easy and meaningful way to understand the archaeological remains. However, the 3D reconstruction of archaeological sites is challenging, because some of most of the parts of the assets do not exist nowadays. This paper presents a methodology for the the 3D photorealistic virtual reconstruction of the Iberian settlement Castellet de Bernabé (Llíria, Spain).Item type: Capítulo de libro , Access status: Abierto , DIGITAL IMAGE ANALYSIS OF THE VISIBLE REGION THROUGH SIMULATION OF ROCK ART PAINTINGS(Editorial Universitat Politècnica de València, 2016-10-27) Carrión-Ruiz, Berta; Blanco-Pons, Silvia; Lerma, José Luis; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Ingeniería Geodésica, Cartográfica y Topográfica[EN] Non-destructive rock art recording techniques are getting special attention in the last years, opening new research lines in order to improve the level of documentation and understanding of our rich legacy. This paper applies the principal component analysis (PCA) technique in images that include wavelengths between 400-700 nm (visible range). Our approach is focused on determining the difference provided by the image processing of the visible region through four spectral images versus an image that encompasses the entire visible spectrum. The images were taken by means of optical filters that take specific wavelengths and exclude parts of the spectrum. Simulation of rock art is prepared in laboratory. For this purpose, three different pigments were made simulating the material composition of rock art paintings. The advantages of studying the visible spectrum in separate images are analysed. In addition, PCA is applied to each of the images to reduce redundant data. Finally, PCA is applied to the image that contains the entire visible spectrum and is compared with previous results. Through the results of the four visible spectral images one can begin to draw conclusions about constituent painting materials without using decorrelation techniques.Item type: Capítulo de libro , Access status: Abierto , SELF-EXPLAINING VIDEOS FOR THE MUSEO EGIZIO IN TURIN(Editorial Universitat Politècnica de València, 2016-10-27) Gabellone, Francesco; Ferrari, Ivan; Giuri, Francesco; Chiffi, Maria[EN] In the present project for the setting of the new Museo Egizio of Turin the “cultural message” has been charged to make a few specific 3D computer graphic (CG) movies, and aims to introduce the topics dealt with the rooms dedicated to queen Nefertari, the chapel of the painter Maia and the tomb of Kha, respectively. In these movies, the passivity of viewing is counteracted with an emotional approach that involves the visitor within an informative path where, despite of the inactive kind of interaction, the viewer is somehow involved in the events because he or she is emotionally invested in them. Thanks to this passive and “self-explaining” approach, the visitor will be enabled to understand the relations between different objects, some of which are not directly visible. Moreover, the visitor will be able to virtually insert the tombs within their original context and above all will have the possibility to visit them as they appeared at the moment of their discovery. This has been made possible thanks the use of integrated technologies of representation, able to enhance the virtualization process to a verisimilar level allowing a hyper-realistic and “participative” vision. The high level of realism of the virtual reconstruction, the visual effects and the cinematographic representation, with added emotions to the scientific contents, positively contribute to the “dreamlike displacement” of the visitor between the real and the virtual dimensions.Item type: Capítulo de libro , Access status: Abierto , PRELIMINARY DATA OF CFD MODELING TO ASSESS THE VENTILATION IN AN ARCHAEOLOGICAL BUILDING(Editorial Universitat Politècnica de València, 2016-10-27) García Diego, Fernando Juan; Scatigno, Claudia; Merello, Paloma; Bustamante García, E.; Departamento de Física Aplicada; Escuela Técnica Superior de Ingeniería Industrial; Centro de Investigación en Acuicultura y Medio Ambiente; Departamento de Estadística e Investigación Operativa Aplicadas y Calidad[EN] The present study addresses the influences of wind flow structure, as an important factor responsible of material damage (erosion contributing) on “Casa di Diana” Mithraeum, a roman building (130 A.D.) sited on Ostia Antica (archaeological site, Rome – Italy), through the Computational Fluid Dynamics (CFD) simulations and direct measurements for its verification and validation (V&V). In this preliminary work, we present results relating to 3D reconstruction (geometry of the entire building) and the mesh importing on Fluent software. In general, the data check confirms, with ±10%, a good agreement (model) between the numerical solutions and direct measurements data by portable sensor. For this, the model proposed could be applied on similar cases, buildings characterised by different “boundary conditions”, to predict without direct measurements, the air movement in these ventilated spaces.Item type: Capítulo de libro , Access status: Abierto , DISCRETE AND CONTINUOUS MONITORING TO CHARACTERISED THE THERMO-HYGROMETRIC STATE OF WALL-BUILDING MATERIALS IN OSTIA ANTICA ARCHEOLOGICAL SITE(Editorial Universitat Politècnica de València, 2016-10-27) García Diego, Fernando Juan; Scatigno, Claudia; Merello, Paloma; Scatig; Departamento de Física Aplicada; Escuela Técnica Superior de Ingeniería Industrial; Centro de Investigación en Acuicultura y Medio Ambiente[EN] Nowadays, the procedures and instruments for measuring temperatures on the air and materials surface are normed and amply used, through direct and indirect techniques, with the aim to evaluate the conservation status of ancient buildings. In this work, two monitoring procedures are discussed in order to characterise materials, bricks and mortar aligned with “opus caementicium” technique, that make up the framework of “Casa di Diana” Mithraeum, a roman building (130 CE) sited in an Italian archaeological site (Ostia Antica, Rome). In this sense, for one year the wall-building materials and the surrounding air were monitored with two different procedures: a direct multi-points measurement with several handheld instrument which different physical systems conduced in predetermined periods and a long-term monitoring campaign with sensors specially developed placed along the walls. Preliminary data analyses show that the discrete monitoring with punctually procedure gives important information like the evaporating and condensing risk for both materials and areas particularly critical associated at lower level (0-70 cm). Continuous monitoring allows the individuating of punctual characteristics in time and space, planning recovery actions, although it requires more data treatment. Preliminary data treatments show the potentiality and advantages of both methodologies: general information and more data treatment with automatic method and specific information and more time spends in data adquisition with a manually proceeding.Item type: Capítulo de libro , Access status: Abierto , NUEVAS PUERTAS VIRTUALES AL MUNDO DE LA PRESERVACIÓN Y DIFUSIÓN DEL PATRIMONIO HISTÓRICO MILITAR. UN COMPROMISO POR EL FUTURO DE LA INVESTIGACIÓN Y EL CONOCIMIENTO(Editorial Universitat Politècnica de València, 2016-10-27) Gil-Meliton, Margot; Lerma, José Luis; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Ingeniería Geodésica, Cartográfica y Topográfica[EN] The use of techniques employed in fields so indispensable and developed for the earth sciences such as geomatics and surveying, and the application of information & communication technologies (TIC), have transcended the scope of museums to the point that they are now responsible for their democratization. Physical conservation is no longer enough for a resource as valuable as cultural heritage. It needs to be complemented by a digital preservation in all its forms. It is essential and necessary for its proper safeguard. Geometrical documentation, three dimensional (3D) reconstruction and 3D modelling are affective techniques to achieve the key targets for investigation, education, diffusion and preservation of pieces of historical armament. Both heritage and virtual archaeology are fundamental pillars to delve into the future of education and knowledge. It is said that “Research begins when somebody has doubts about a specific topic and is pushed to find the means to resolve it”. We bet for a culture which prepares us for researching, and we will try to show through this project how research can contribute to society.Item type: Capítulo de libro , Access status: Abierto , PROPUESTA DE PROTOCOLO GIS Y DE UTILIZACIÓN DE UN ENTORNO 3D PARA LA INTERVENCIÓN ARQUEOLÓGICA 2015 EN CUEVA DE LA COCINA (DOS AGUAS, VALENCIA)(Editorial Universitat Politècnica de València, 2016-10-27) Díez Castillo, Agustín; Cortell Nicolau, Alfredo; García Puchol, Oreto; Escribá Ruiz, Pilar[EN] With this paper we mean to present our procedure for the digitalization of the field information, as well as the virtual stratigraphical reconstruction, of the site of Cueva de la Cocina (Dos Aguas, Valencia). The main tool for GIS implementation has been the OpenJUMP, whilst for the 3D recreation of the cave virtual environment Meshlab, Paraview, Cloud Compare and R open software have been used. According to the data recovered during the last intervention, accomplished between June and July 2015, we present a preview of the digitalization of the stratigraphy of the excavated sectors.Item type: Capítulo de libro , Access status: Abierto , THE SURVEY, THE REPRESENTATION AND THE STRUCTURAL MODELING OF A DATED BRIDGE(Editorial Universitat Politècnica de València, 2016-10-27) Artese, Serena; Lerma, José Luis; Zagari, Giuseppe; Zinno, Raffaele; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Ingeniería Geodésica, Cartográfica y Topográfica[EN] The in opera concrete bridges characterize often the landscapes crossed by old roads and railways. In particular the arch bridges represent a product of human genius and, in some cases, of his art. In the last few years, at the SmartLab laboratory of the University of Calabria, there were developed activities in the field of surveying, monitoring and representation of structures. In the framework of these activities, Geomatics techniques for the surveying of bridges are widely used since 2014. The results of the measurements are used for documentation and representation purposes, as well as for the reconstruction of the constructive procedures. The finite element modeling of the structures has been obtained to simulate their behavior in case of earthquake. This article describes the activities relating to a bridge dated back to the 50s of the twentieth century: it is an arch bridge made of reinforced concrete. The surveying is aimed to determine the exact reconstruction of the geometry, the identification of the foundation settlement as well as the Finite Element Modeling (FEM) in order to allow structural identification and reverse engineering process. The instruments and techniques used for surveying and modeling operations, along with the deviations between models and "as built" are described.Item type: Capítulo de libro , Access status: Abierto , UN PROCEDIMIENTO DE SEGMENTACIÓN DE MALLAS 3D DE EDIFICIOS HISTÓRICOS(Editorial Universitat Politècnica de València, 2016-10-27) Herráez, Borja Javier; Vendrell Vidal, Eduardo; Departamento de Ingeniería de Sistemas y Automática; Instituto Universitario de Automática e Informática Industrial; Escuela Técnica Superior de Ingeniería Informática[EN] In this article, a method for 3D mesh segmentation focused on the representation of historic buildings is proposed. This type of buildings are characterized by having singularities and characteristic elements in the facades.The main objective is to recognize these features in the buildings, understanding features as those parts of the model that differ from the main structure of the building, such as doors or windows. The idea is to use a recognition algorithm of flat faces allowing to create a graph that reflects the shape of the three-dimensional model. At a later step, this graph will be matched against some pre-defined graphs that will represent the patterns to look for.Item type: Capítulo de libro , Access status: Abierto , PROPUESTA DE ANÁLISIS TRIDIMENSIONAL APLICADO A LA INTEGRACIÓN DE LAS DIFERENTES ACTUACIONES ARQUEOLÓGICAS REALIZADAS EN CUEVA DE LA COCINA (DOS AGUAS, VALENCIA)(Editorial Universitat Politècnica de València, 2016-10-27) Diez, Agustín; García Puchol, Oreto; Basile, Martina; Cortell, Alfredo; Tsa, Nefeli[EN] At this document we present a computer protocol, designed for the development of a digital environment which will allow virtual reconstruction of both, the stratigraphic information and the material record found at Cueva de la Cocina (Dos Aguas, Valencia). By this we also mean to relate the most recent fieldwork at the site to that carried on during the 1970s. The first interventions inside the cavity date back to the first half of the XX century, when a complex sequence, which comprehended layers mainly related to the last hunter-gutherers and the first farmers, was identified. Accurateness, both describing and gathering precise information of the site was not a priority according to the methodology of older excavations. However, the fieldwork directed by Javier Fortea during the 1970s was meticulously registered using tridimensional notes of the information referring to the excavated layers and the recovered findings, although an analysis and interpretation of the site was never undertaken. Nowadays, we intend to integrate that information into a virtual working environment, so that, using specific software, data can be digitally processed for its 3D visualization and further analysis. Resorting to different statistical analysis and graphic representation packages has also been required. The results presented here refer to virtualization of the tridimensional information of one of the units excavated during the 2015 campaign, along with two adjacent units of the intervention developed by Javier Fortea. Thus, we try to show an example not only of the different potentialities that digitalization offers when registering detailed information of the excavated record, but also of its usefulness as a working tool in order to recover older interventions.Item type: Capítulo de libro , Access status: Abierto , RAPID MAPPING AND VISUAL NOISE: RECORDING FOR THE VISITOR, RESIDENT, PILGRIM AND TOURIST; AJMER, INDIA (WORK IN PROGRESS)(Editorial Universitat Politècnica de València, 2016-10-27) Prizeman, Oriel; Hardy, Adam[EN] This paper examines issues arising from an inter-disciplinary work in progress involving ethnographers, architects, historians and conservators. The aim is to develop a digital model through which information relating to the history, ritual use, religious significance and cultural habits of a mixed community can be accessed for the purpose of more responsive conservation planning. The case study site is the walled city of Ajmer in Rajasthan, India, a populous pilgrimage centre that holds tangible and intangible cultural value for many diverse groups of residents and visitors but which remains largely unmapped in conventional terms.Item type: Capítulo de libro , Access status: Abierto , COMUNICACIÓN ESTRATÉGICA APLICADA AL DESTINO TURÍSTICOCULTURAL DE CARTAGENA (MURCIA- ESPAÑA)(Editorial Universitat Politècnica de València, 2016-10-27) Teruel Serrano, Mª Dolores; Viñals, Mª José; Departamento de Economía y Ciencias Sociales; Departamento de Ingeniería Cartográfica Geodesia y Fotogrametría; Escuela Técnica Superior de Arquitectura; Escuela Politécnica Superior de Gandia; Centro de Investigación en Arquitectura, Patrimonio y Gestion para el desarrollo Sostenible[EN] Arqueological heritage is presented as a development resource of tourism in Mediterranean destinations. The work of public managers to reach obtain balance in conservation-tourism is a challenge to achieve in the majority of heritage destinations. So that, among other tourist management tools, strategic communication through ICT offers a great value considering the behaviour of virtual approaches to heritage by users, in a planned manner, can well perform if objectives are assigned beyond the promotional or informational ones. Thus, in an attempt to futher focus on this topic, this research work was suggested as an objective to identify the communicative capacities of three tourist and cultural websites of Cartagena (Murcia-Spain). This was carried out by a methodological tool of analyses and evaluation (called Comunicative Eficiencia Survey). The results hightlight the potential of strategic communication and the opportunity to attribute it higher uses in heritage and tourism management.