Understanding Economics and Marketing of Ecomuseums: An Exploration of a USA Sample

The term ‘ecomuseum’ reflects the connection between the museum and its social surroundings and environment. First of all, the paper investigates the definition. This paper looks into the Ecomuseum definition, to point out different contexts and institutions which generate Ecomuseum. 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 USA 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.