Excellence behind masterpieces: italian museums beyond crisis

The main objective of this research is to investigate how much cultural tourism is affecting revenues in Italian museums. Communication and marketing result in a commitment in Italian museums according to the latest strategic trends, standards and laws. This research also aims to explore the marketing of Italian museums in towns, where tourism has been increasing for more than a decade. Cluster analysis of the flows of visitors and revenues from 2007 to 2017 allow for the identification of a polarity: museums that focus on tourists’ willingness to pay, on the one side, and those that diversify revenues with an emphasis on fundraising and the willingness to donate, on the other side.