Cultural Goods and Place Reputation: A Cross-analysis on Italian Museums

By Alfonso Siano and Mario Siglioccolo.

Published by The International Journal of Knowledge, Culture and Change Management

Format	Price
Article: Print	$US10.00
Article: Electronic	$US5.00

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

International Journal of Knowledge, Culture and Change Management, Volume 8, Issue 9, pp.1-12. Article: Print (Spiral Bound). Article: Electronic (PDF File; 706.361KB).

Prof. Alfonso Siano

Professor of E-Marketing, Corporate Communication Management, Department of Communication Studies, University of Salerno, Salerno, Italy

Alfonso Siano is Professor and Chair of Corporate Communication at the University of Salerno (Italy) where he is Founder and Chair of the Doctoral Programme in Marketing and Communication. He has previously been Assistant Professor of Management at the University of Rome ‘La Sapienza’. Prof. Siano’s activities range from teaching and research in corporate communication and reputation, marketing communication, place communication. He has published 6 books and lots of book chapters and articles in leading Italian journals. He presented competitive papers at several international conferences.

Dr. Mario Siglioccolo

PhD in Marketng and Communication, Department of Management Studies, University of Salerno, Torre del Greco, Italy

Mario Siglioccolo is PhD in “Marketing and Communication” at the University of Salerno. He graduated with a first-class honours degree in Communication Science. He presented competitive paper proceedings at the “12th International Conference on Corporate and Marketing Communications/2007”, the “11th International Conference on Corporate Reputation, Brand, Identity and Competitiveness/2007”, and the “8TH International Conference on Knowledge, Culture and Change in Organizations/2008”.

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