The objective of this study is to analyse individual differences in quality of higher education through the pursuit of satisfaction with a focus on sustainability, whilst considering variables pertaining to groups (family, teachers and pupils) and satisfaction in a sample of 1091 Italians: 510 pupils (45.8%), 121 teachers (11.1%) and 469 relatives (42.9%). Once the quality parameters of the instrument (quality of higher education through the pursuit of satisfaction with a focus on the sustainability (QHES) questionnaire) were determined, reliability was confirmed through confirmatory factor analysis using structural equation modelling methodology, and data collection was initiated. Results from the multi-level study (ANOVA) showed significant differences between groups. From this, it can be concluded from the study that the role performed by a quality education oriented towards sustainability equally includes teachers, students and relatives. This role focuses on the battle to incorporate effective participatory methods into the teaching process, motivating members of the educational community and social future in the search for knowledge, skills, attitudes and necessary values. This will forge a sustainable future given that it does not only depend on the characteristics and experiences of individuals but also their training, both within the centre and their families. This factor is of vital importance, as demonstrated and concluded in the present study.

This paper investigates the contribution of marketing research to cultural heritage conservation and sustainability, based on the assumption that the comprehension of the meaning of cultural heritage by new and extended audiences is a prerequisite for the future survival of tangible and intangible heritage. After discussing steps and achievements in the scientific debate on museum marketing, current gaps and possible further developments are considered. Since the early 1980s, marketing research has investigated visitors' profiles, motivations, and behaviors, and has progressively focused on improving the experience of cultural heritage, especially through the use of information and communication technologies (ICTs) in museums and heritage sites. A literature review suggests that scant attention has been paid to qualitative research that is aimed at investigating the knowledge and skills of visitors and non-visitors and their understanding of the value of cultural heritage. Moving from these results, and taking into account recent data about the attitudes and opinions of people in Europe on cultural heritage, the field research focuses on the perception and communication of local cultural heritage among young generations. The results of six focus groups conducted in 2016 with undergraduate and postgraduate students (University of Macerata, Italy) are analyzed. The research findings reveal a number of difficulties and limitations with regard to communicating and understanding the value of heritage. In order to better investigate these gaps, the outcomes of this preliminary study could be tested and put to cross-analysis using different methods. However, they do provide useful evidence for understanding the link between audience development and cultural heritage sustainability.

The aim of this study was to analyze the significant differences in satisfaction with educational quality in higher education in Italy (Naples) among students and professors. The sample consisted of 501 higher education students and 121 professors, resulting in a total sample size of 622 subjects. Once the quality parameters of the instrument were determined, reliability was confirmed, and data collection was initiated. In order to analyze the results, a test of independent means (Student’s t-test) was performed, interrelating the variables of educational quality, concerning both management and satisfaction with higher education. Based on the results, we concluded that there are significant differences between the group of students and the group of professors, highlighting a higher level of satisfaction with quality reported by students regarding the coordination of teachers and staff in the educational process; therefore, the inclusion of students in the direct management of the center should be more active and an indicator to be taken into account in self-evaluation. Despite the limitations in the sample at the regional level, it offers many possibilities for future research.

This exploratory study focuses on the role of the university in supporting sustainable development in rural areas, focusing on small wine producers, particularly those located in remote and disadvantaged areas. Disadvantaged areas have distinctive features. Firstly, they are fragile areas from a sociodemographic point of view because of population ageing. Secondly, they are unstable from an environmental (physical, eco-systemic) point of view, as a consequence of insufficient maintenance of their seminatural capital. University–business cooperation with companies located in those areas thus needs to be designed by considering the specific characteristic of the place. Therefore, this exploratory study sought to understand how the university can work with small wineries and support them and their rural area to face inequalities and low growth, and foster social innovation. We present a case study based on field research in Italy. The results—based on the analysis of 26 semistructured interviews with small wine producers—are discussed by exploring the potential form of cooperation between rural stakeholders and universities, beyond the concept of knowledge transfer. Conclusions highlight the need for the university to act as a facilitator of dialogue at a territorial level, as a first step toward to formulation of shared sustainable goals.

In the context of increasing interest in the contribution made by culture to the implementation of the goals and targets of the 2030 Agenda for Sustainable Development, the present research investigates how intangible cultural heritage (ICH) can help sustainable tourism in rural areas. Adopting a case study methodology, we analyzed the “Marche Food and Wine Memories” project, an initiative promoted by CiùCiù, a winery based in Offida, a small village in the Marche region (Italy). After discussing the strategies and tools adopted to enhance rural heritage, the analysis focuses on the involvement of local communities and businesses in the different phases of the process. The research aimed to understand: (1) the project’s current contribution to the economic, social, cultural and environmental dimensions of sustainability; and (2) its strengths and weaknesses and possible future improvements. The research findings confirm the high potentialities of ICH-based initiatives for sustainable tourism development in rural areas, but also reveal the need to improve the level of networking with local businesses and highlight gaps in marketing and management skills. Finally, the results provide policy and managerial implications for similar ICH-based initiatives.