The Importance of Being Earnest. Enhancing the Authentic Experience of Cultural Heritage Through the Experience-Based Approach
Mara Cerquetti
This chapter contributes to the scientific research on cultural marketing, by analyzing application of experience-based approach management heritage and museums. After discussing some main marketing innovations last 20 years, multidimensionality museum experience is examined in depth, with a focus increasing role co-production co-creation value. Particularly, information communication technologies (ICTs) discussed as way widen value experiences, pointing out their strengths weaknesses. Subsequently, model provided based through (1) enhancement unique nonfungible resources inherited from past (authenticity), (2) active involvement visitors (interaction), (3) effective different audiences accordance skills (storytelling). Through critical investigation specific case study field archaeology, Poggio Imperiale Park Poggibonsi (province Siena, Italy), challenges emerging “glocal” context are addressed, such need satisfy dual quest for authenticity expressed consumers.
International series in advanced management studies|U-PAD Unimc - Open Digital Publications (University of Macerata)