Understanding Economics and Marketing of Ecomuseums

The term ‘ecomuseum’ reflects the connection between the museum and its social surroundings and environment. The ecomuseum is a place of relationships, collaboration between citizens and institutions, conservation and enhancement of cultural heritage both tangible and intangible. First of all, the paper investigates the defintion. The concept takes on a different meaning depending on the context within it is inserted. This paper looks into the Ecomuseum definition, to point out different contexts and institutions which generate Ecomuseum. Taking into account vanishing boundaries of the core business, from exposition to environmental beautification; from education to the promotion of folklore and tradition, this not-for-profit entrepreneur is not only a museum. Secondly, the paper investigates Economics and Marketing Behaviors of Ecomuseums in support of the competitive advantage, and analyzes the way of creating territorial brand values able to engage communities in the ongoing creation of an Ecomuseum, looking for an interpretative model. A particular focus is on fundraising and online communication in order to have evidence of the wide range of stakeholders this entrepreneur can target. To reach its goal, this paper presents a Cluster Analysis to gain an understanding of Economics of Ecomuseums, and case studies to offer an insight of their Marketing Strategies. The cluster analysis will profile a sample according to their marketing and fundraising performances and emphasize the connections with audiences and targets both within and without the communities, town or regions where they are. The sample will allow to focus on vanishing boundaries of the definition and to separate strategies and performances of two main profiles: the Fundraiser with Gain or Loss and the Marketing Expert. This research aims to draw an interpretative model and strategies for competitive advantage of the Ecomuseum which takes into account the territorial brand values, and it may be considered a starting point to further possibly investigations on this topic.