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.

Excellence behind masterpieces: italian museums beyond crisis, 2018.

Excellence behind masterpieces: italian museums beyond crisis

Besana, Angela;Esposito, Annamaria;
2018-01-01

Abstract

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.
Inglese
2018
2018
http://tourman.gr/files/TOURMAN_2018_Proceedings_Final.pdf
TOURMAN 2018: In search of excellence in tourism, travel & hospitality
2
Rodi
2018
internazionale
TOURMAN 2018: Conference Proceedings
Christou, Evangelos; Alexandris, Kostas; Fotiadis, Anestis
19
23
5
978-960-287-159-1
comitato scientifico
Online
Settore SECS-P/01 - Economia Politica
Settore SECS-P/08 - Economia e Gestione delle Imprese
3
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/27786
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