Studies on cultural marketing and on cultural goods management have experienced a huge development in recent years. Despite this growing trend, the majority of the researches focus on cultural goods exclusively, neglecting the role played by their location. Cultural goods are closely connected with the territories in which they are placed; this consideration means we need to widen the focus of analysis from an exclusive analysis of cultural goods to the role played by the reputation of the places where the goods are to be found.
This paper develops an innovative tool, not discussed by previous literature; such instrument, represented by a matrix, enables a cross-analysis of cultural goods and place reputation. The application to the Italian situation enables us to test the proposed matrix.
Research findings identify extremely varied situations, reflecting the uniqueness and diversity of the reputation of the provinces where the most visited Italian museums are placed.
The proposed tool also has various practical implications, since it makes it possible to advance considerations and possible interventions to enhance the appeal of the museums analysed together with their territory of reference, in order to develop tourist flows and to improve facets of the behaviour of cultural tourist (e.g. the average stay in the territory).
|Keywords:||Cultural Goods, Place Reputation, Italian Museums|
Professor of E-Marketing, Corporate Communication Management, Department of Communication Studies, University of Salerno, Salerno, Italy
PhD in Marketng and Communication, Department of Management Studies, University of Salerno, Torre del Greco, Italy
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