Arquitectura, museos, turismo: la guerra de las marcas

Abstract

An analysis of the role of architecture in strengthening new urban economies based on tourism shows that during the last two decades an architectural typology has emerged as an undeniable urban paradigm, which has become a fundamental piece in the development of strategies oriented towards the tourism development of cities and territories: museum architecture. With the construction of the Guggenheim Museum in Bilbao (1998) and a spectacular mediatization around it, the international cartography of urban tourism took new directions marked by the so-called "Bilbao effect" and by increasingly global trends that are analyzed here. To this end, the paper studies some of the most representative cases of international architectural branding oriented toward museum institutions, as well as their relationship with the consolidation of the phenomenon of starchitecture embodied in figures such as Gehry, Nouvel, or Koolhaas. Concepts such as brandscapes or paradigmatic cities, or the phenomena of "McDonaldization" or "anti-Bilbao," which are reproduced in a context of hypermodernity, fuel the abundant existing historiography on the contemporary production of architecture and urbanism that has transcended all functionalist demand.

Tourist Motivations and Satisfaction in the Archaeological Ensemble of Madinat Al-Zahra

“…As shown in [1], archeology is a fundamental basis to elaborate strategies focused on tourist development of cities and territories with an historical and cultural past.…”

Museum brand identity model approach: An online Delphi Study

“…In fact, characters associated with a brand generate a humanistic visual representation of the brand (Ward et al, 2020). Yet, this dimension is more evident in museums that are associated with a remarkable character, artist, or architect (Gravari-Barbas, 2017;Pusa & Uusitalo, 2014;Vivant, 2011). The character not only lends value to the brand, but can be the core of the museum's brand identity (Ferreiro-Rosende et al, 2021) and even influence the appreciation of the collection.…”

Learning the Role of Museums as Drivers of Development

“…On the one hand, museum buildings, because of their monumental nature, usually rise as central elements within urban contexts. In fact, museums have been the object of extraordinary architectural projects, as they are considered main attractions for cultural tourists and, therefore, key for turning urban areas into tourist destinations [4]. On the other hand, museums have consolidated their appeal through new functions and activities-to their artistic and educational aspects, they have undeniably added an element of leisure and entertainment, making the visit to a museum "an end in itself, as part of a particular lifestyle, associated to the tourist's hedonistic behavior" [5].…”