This paper contributes to the theoretical researches on the matter of cultural marketing, analysing the possible application of the experience-based approach to the management of local cultural heritage. Considering the results of a survey on young people, the paper focuses upon perceptions of museums and expectations on their services, in order to provide suitable strategies for enhancing place-specific cultural assets focused not only on entertainment. This study particularly tries to identify cultural themes innovating museum experience of objects and information, but not simplifying the systemic complexity of cultural heritage value and identity. The research suggests that the paradigm based on the consistency of assets, cultural product and communication could achieve different competitive advantages, like distinctiveness, comprehension and experience of a place and its culture, also meeting the need of authenticity expressed by new publics. Finally, the role of local museums like pivots to experience local culture is considered.
The role of experiential marketing in the management of Italian local cultural heritage
CERQUETTI, MARA
2010-01-01
Abstract
This paper contributes to the theoretical researches on the matter of cultural marketing, analysing the possible application of the experience-based approach to the management of local cultural heritage. Considering the results of a survey on young people, the paper focuses upon perceptions of museums and expectations on their services, in order to provide suitable strategies for enhancing place-specific cultural assets focused not only on entertainment. This study particularly tries to identify cultural themes innovating museum experience of objects and information, but not simplifying the systemic complexity of cultural heritage value and identity. The research suggests that the paradigm based on the consistency of assets, cultural product and communication could achieve different competitive advantages, like distinctiveness, comprehension and experience of a place and its culture, also meeting the need of authenticity expressed by new publics. Finally, the role of local museums like pivots to experience local culture is considered.File | Dimensione | Formato | |
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