In the context of the increasing importance of new technologies, digital marketing is an issue of utmost significance in the field of tourism and is particularly relevant in the scope of cultural tourism.

Based on the information published on the Internet about selected 46 Bulgarian cultural heritage attractions, the aim of the study is to evaluate their presentation in the context of promoting and building a positive attitude towards the Bulgarian cultural heritage. The study is conducted using a specially developed methodology, simulating the presumptive online behaviour of a potential user, seeking information on the network for a specific object. The methodology seeks to gather and analyse information about the presence and distribution of content on the Internet for the sites under study, with focus on their online identity and image, resulting in and affecting the online reputation. The study revealed significant gaps and challenges with respect to the construction of online identity of cultural heritage attractions presented in detail in the paper and the serious impacts of informal electronic communication channels on their online image. Nevertheless, the online reputation of the Bulgarian cultural heritage attractions does not depend on the amount of information disseminated on the Internet and it is predominantly formed in real rather than in virtual environment.