Marketing strategies for top Italian museums: the influence of province destination competitiveness

Siano, Alfonso, Eagle, Lynne, Confetto, Maria Giovanna, and Sigliocolo, Mario (2009) Marketing strategies for top Italian museums: the influence of province destination competitiveness. International Journal of the Inclusive Museum, 2 (4). pp. 111-124.

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Abstract

Museums are closely connected with the tourism destinations in which they are placed; yet, the link between museum and destination has been quite neglected by researchers to date. This contribution is a first attempt to address this gap, with regard to the Italian context. The paper is designed to investigate most popular Italian museums together with the destination competitiveness of the provinces where these museums are located. From research findings it is possible to classify most popular Italian museums in four cluster categories, according to their number of visitors and the level of competitiveness of their provinces of reference. The differences in the destination competitiveness of the provinces where top Italian museums are located enable the elaboration of specific strategies for museums and the tourism industry for each identifiable cluster, valuable to both academics and museum managers.

Item ID: 20349
Item Type: Article (Research - C1)
ISSN: 1835-2014
Keywords: marketing strategies, Italy, museums, province destination competitiveness
Date Deposited: 11 Jun 2013 06:39
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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