Purpose -The theme of sustainability in museums has not been sufficiently explored in the international literature on cultural heritage management as well as few museums are already involved in programs to promote sustainable development. Considering this gap, the purpose of this study is twofold. Firstly, to provide a conceptual model applying the principles of sustainable development to the enhancement of cultural heritage and, secondly, to analyze the case of Marche Region. Design -After analysing the three dimensions of sustainability -environmental, social and economic -and their possible application to museum management, the research tested the theoretical assumptions through an exploratory qualitative/ quantitative survey. Methodology -The structured questionnaire was submitted to a sample of museums and consisted of a wide range of questions, primarily, although not exclusively, quantitative, which examined both museum management and sustainability orientation. Approach -The analysis focused on two different dimensions: the first aimed at understanding the perception of sustainability and the value of its components, the second aimed at investigating museums' willingness and reasons to engage in concrete sustainability-oriented actions. Finding -The field research showed Marche Region's museums have a full awareness of the benefits of sustainable management. However, the lack of a managerial approach to the museums' development compromises their ability to transfer this orientation in operational policies. Originality of research -The paper provides a multidimensional model for measuring the level of museum sustainability, able to analyze cultural and behavioral components. This analysis identifies possible areas of intervention for regional policies aimed at improving sustainability orientation of museums.
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.
This chapter contributes to the scientific research on cultural marketing, by analyzing the application of the experience-based approach to the management of cultural heritage and museums. After discussing some of the main marketing innovations of the last 20 years, the multidimensionality of the museum experience is examined in depth, with a focus on the increasing role of co-production and co-creation of value. Particularly, the role of information and communication technologies (ICTs) is discussed as a way to widen the value of museum experiences, pointing out their strengths and weaknesses. Subsequently, a model is provided based on value co-creation through (1) the enhancement of cultural heritage as unique and nonfungible resources inherited from the past (authenticity), (2) the active involvement of visitors (interaction), ( 3) and the effective communication of the value of cultural heritage to different audiences in accordance with their skills and resources (storytelling). Through a critical investigation of a specific case study in the field of archaeology, Poggio Imperiale Park in Poggibonsi (province of Siena, Italy), the main challenges emerging in the "glocal" context are addressed, such as the need to satisfy the dual quest for experience and authenticity expressed by cultural consumers.
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