Siglioccolo, Mario, Eagle, Lynne, Kitchen, Philip, and Confetto, Maria Giovanna (2009) Exploring the link between managing cultural heritage and tourism industry competitiveness: a two country comparison. Esperienze d’impresa, 2. pp. 5-22.

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Abstract

Purpose of the Paper – Built cultural heritage, such as museums, are deeply linked to their locations and have a crucial role to play in tourism developments. Yet, the literature on museum management is focused upon museums without considering the competitiveness of the tourism industry where they are located. This paper will seek to address this lacuna, and attempt to connect or link museums management and competitiveness in the tourism industry.

Design – Two samples (most visited U.K. and Italian museums) will be analysed together with the competitiveness of their (local) tourism industry.

Findings – Research findings will allow classifying most visited U.K. and Italian museums in clusters. The comparison will reveal country-specific differences and tourism industry competitiveness of regions of most visited Italian and U.K. museums.

Practical Implications – The differences in tourism industry competitiveness and the museums appeal will enable elaboration of specific strategies for museums and the tourism industry for each identifiable cluster.

Originality/value – The link between museum marketing strategies and destination competitiveness has been quite neglected by researchers to date. This paper is a first attempt to address this gap, with regard to U.K. and Italian context.

Item ID:	20342
Item Type:	Article (Other)
ISBN:	978-3-642-16872-7
ISSN:	1971-5293
Keywords:	managing cultural heritage, tourism industry, competitiveness, museums, tourism destination competitiveness, museum marketing strategies, tourism industry strategies
Additional Information:	This article was presented at the 2nd Annual EuroMed Conference of the EuroMed Academy of Business, University of Salerno, Italy, 26-28 October 2009
Date Deposited:	10 Jul 2013 04:49
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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