722 research outputs found
The relationship between tourist’s characteristics and tourist’s behavior and the perceived experience of visiting an art city: evidence from Italy
No full textTourists look for positive and memorable experiences and the experiential factor plays an incremental role in their customer experience (Holbrook and Hirschman, 1982; Volo, 2009; Walls et al. 2011; Neuhofer et al., 2014; Forlani et al., 2018). Even tourists who visit art cities and cultural heritage sites do not search only cognitive but also emotional and holistic experiences (Falk and Dierking, 1992; Bourgeon-Renault, 2000; Di Pietro et al. 2015; Pencarelli et al., 2015; 2017; Conti et al., 2017). Measurement of tourist experience has not yet been assigned the appropriate attention in the literature (Adhikari and Bhattacharya, 2016) even though it is fundamental to create value for tourists and cities. The aim of the paper is to identify the relationship between tourist’s characteristics and behavior and the visiting experience of visiting an art city. This study shows that the perception of the experience of visiting Urbino goes beyond the personal and behavioral differences
Gli ostacoli alla fruizione del melodramma e le potenzialità delle “esperienze liriche”: un’indagine esplorativa realizzata a Pesaro sui giovani potenziali fruitori con elevato livello di istruzione
No full textL’articolo rappresenta la prima fase di una ricerca finalizzata ad individuare gli ostacoli alla fruizione del melodramma in Italia da parte dei giovani con un elevato li- vello di istruzione e a capire se e quali “esperienze liriche” potrebbero attrarre il sud- detto segmento di pubblico nei teatri d’opera. Anzitutto, viene analizzata la letteratura sulle determinanti del consumo di performing arts, sulla prospettiva esperienziale negli studi di consumer behavior dei prodotti artistici e sul marketing e management dell’e- sperienza. Di seguito, vengono illustrati i risultati di un’indagine esplorativa di tipo qualitativo realizzata a Pesaro sui giovani potenziali fruitori del melodramma con un elevato livello di istruzione attraverso la tecnica dei focus groups. In conclusione, pro- poniamo le prime implicazioni manageriali e di marketing per i teatri d’opera ed i sug- gerimenti per completare il percorso di ricerca. The article is the first phase of a research aimed to identify the barriers of participa- tion in the opera by young people with a high level of education and to understand whether and which “experiences of opera” could attract this segment of public to opera. First, the literature on the determinants of consumption of performing arts, on the expe- riential perspective of consumer behavior in artistic products and on experiential marketing and management has been analyzed. Then, an exploratory survey conducted in Pesaro on young potential visitors of melodrama with a high level of education was carried out by the technique of focus groups. Finally, the first managerial and marketing implications for opera houses and indications to complete the research are proposed
Organisational characteristics, managerial practices and learning: the experience of a multinational company - Master of Philosophy (parte integrante del Dottorato di Ricerca) presso la Facoltà di Business Administration della Manchester Business School, Università di Manchester
No full textLa parte teorica della tesi è incentrata sull'apprendimento organizzativo (the learning organization) e la parte empirica sull'analisi dellìapprendimento organizzativo presso le filiali inglesi ed italiani della Merloni elettrodomestici (con sede a Fabriano AN nel periodo di realizzazione della tesi
L’orientamento al marketing dei teatri lirici italiani: un’indagine esplorativa sugli spettatori del Rossini Opera Festival
No full textOggi i teatri lirico-sinfonici sono chiamati, come le imprese, ad adottare un ap- proccio di marketing per veicolare con successo la propria offerta agli utenti finali. In questo lavoro sosteniamo che la definizione di marketing culturale di Colbert (2000) integrata con la concezione di “prodotto” artistico come “sistema di offerta” costitui- sca un utile schema teorico per analizzare e sviluppare l’orientamento al mercato dei teatri lirici italiani. Come nei settori for profit il “prodotto” lirico dovrebbe essere pro- gettato per specifici target-groups di spettatori ed indirizzato ad essi facendo leva su coerenti politiche di prezzo, comunicazione e distribuzione. Per validare lo schema concettuale è stata condotta un’indagine esplorativa su un campione di spettatori del Rossini Opera Festival (ROF) di Pesaro, ai quali si è chiesto di esprimere opinioni e suggerire miglioramenti in relazione all’attività di marketing dei teatri lirici italiani e del ROF. La ricerca empirica ha evidenziato le debolezze di gran parte delle nostre istituzioni liriche nell’approcciare il mercato, in particolare la scarsa attenzione agli elementi modificabili del “sistema di offerta” (soprattutto regia, guide all’ascolto e bookshop), la mancanza di strategie di pricing differenziate per i vari segmenti di frui- tori ed un carente utilizzo di Internet e della televisione per comunicare l’opera lirica.
Nowdays theaters, like enterprises, should have a marketing approach to reach suc- cessfully their users. In this paper we argue that the definition of cultural marketing by Colbert (2000) together with the concept of artistic “product” as an “offer system” is a good theoretical framework to analyse and suggest how to improve the marketing orientation of the Italian lyric theaters. As in the profit sectors, lyric “product” should be developed for specific target-groups of visitors with appropriate price, communica- tion and distribution policies. To validate the conceptual framework an exploratory survey was carried out on visitors of Rossini Opera Festival (ROF) in Pesaro, who have been asked to express opinions and suggest how to improve the marketing activi- ties of our theaters and of the ROF. The empiric research has highlighted the weaknes- ses of most of our lyric theaters to approach the market, in particular little attention to variable components of the “offer system” (especially art direction, listening guides and bookshops), the lack of differentiated pricing strategies for different segments of users and a low use of Internet and television to communicate the opera
Profile and behaviors of cultural tourists. Evidence from Italy
No full textThe purpose of this paper is to describe how actual tourists
experience a cultural city. New trends in cultural consumption suggest that tourists are looking for a holistic experience, which means that cultural city may be experienced in many different ways. In particular, the goal of the paper is twofold:1) the first goal is to identify the socio-demographic characteristics and behavior of tourists in a cultural city;2) the second goal is to understand the main
positive and negative aspects of their visiting experience.
The study adopts a quantitative method and descriptive statistics and content
analysis. In particular, a sample of 300 tourists of Urbino were interviewed in the
period July-September 2019.
Urbino was selected as it represents an interesting art Renaissance city, a UNESCO site with the Ducal Palace, one of the most wonderful palace in the world which hosts a collection of key Italian artists. The
study stresses that the main positive aspects of the visiting experience are the good state of conservation of the city, the beauty of arts and monuments and the atmosphere of a small, quiet, medieval, renaissance and university city, while among negative aspects are the “up and down” and the expensive and scarce car parking areas. Furthermore, this study highlights some managerial implications
and future research directions
Gli aspetti organizzativi e i fattori istituzionali dell’industria del software in Italia e in Irlanda
No full textLa parte teorica della tesi è incentrata sull'economia dell'innovazione e la parte empirica sul confronto tra l'industria del software in Irlanda e nel Sud Italia. Metodo di ricerca: quantitativo e qualitativo. Tematiche della tesi: Economia aziendale, gestione delle risorse umane, politica industriale ed economia dell’innovazione
The process of valorizing widespread cultural heritage. A Case Study on The Washington Patrignani Maritime Museum of Pesaro (Italy).
No full textThe new trends in cultural consumption and the growing need of resources for the economic sustainability of cultural institutions in Italy suggest that museums should include in their mission value creation as a prerequisite for survival and growth.
The aim of the paper is twofold: 1) to propose a conceptual framework for the valorization of cultural heritage of a single organization that draws on strategic marketing planning concepts, along with those of experiential marketing and cultural marketing; 2) to analyze the Washington PatrignaniMaritime Museum of Pesaro (Italy), by adopting the conceptual model in order to understand how the museum valorizes its cultural heritage and how it could create further value for the users and for itself.For this purpose we have used the case study method (Yin, 2009).
The proposed model has proven useful for research purposes, and has highlighted the critical aspects of the process of valorizing the museum in question, in particular the absence of the first phase of analysis of the museum and of the context and the last phase of control of the activities carried out. To improve this process and create greater value for visitors and for the museum itself, it should analyze the demand and the competitors, to better define its strategic choices; in this regard, especially, it should identify the most appropriate targetsin order to design an offer that meets the desires of the demand. During the implementation of the strategic choices and of the marketing policies the museum should pay more attention to its communication and price policies.
The study highlights the managerial and policy implications and, because the main limitation of the research is the analysis of a single case study,we recommend testing the proposed model on several case studies
The role of luxury and contemporary collections in the experience economy. Preliminary results.
No full textAfter years of economic and financial crisis, there is now a general recovery in consumer spending and increased sales of luxury goods - which nevertheless tend to hold strong even in times of crisis - and a growing search for exclusive experiences, to the point that it is said we are living in the so-called experience economy (Pine and Gilmore, 1999). At the same time, the literature on luxury is not yet widely shared and definitive, as luxury is a subjective and relative concept (depending, for example, on one’s socio-economic class of affiliation, geographic origin, etc.) (Hoffmann and Coste-Manière, 2011; Urkmez and Wagner, 2015).
The purpose of this study is, therefore, to investigate how luxury-related concepts are evolving in the light of the current growth in luxury goods sales in the experience economy; in particular, the objectives of this work are to identify the purchasing grounds, the characteristics, and the distribution channels of luxury products.
The descriptive-exploratory study has adopted a qualitative methodology and in-depth personal interviews as a survey technique (Molteni and Troilo, 2007). Specifically, five experts of the luxury and contemporary collection sectors were interviewed.
The study points out that, although the existence of different categories of luxury is recognized, “real” luxury is associated with high or inaccessible luxury (Allérès, 2003) and there is a growing demand for products belonging to this category of luxury. The prevailing purchasing motivations include pleasure / personal experience and passion for specific objects; actual luxury goods truly stand out, not only because of factors highlighted in literature such as rarity, excellent quality to price ratio, or symbolism, but also for functionality, good design, and innovative technology. In the perception of the respondents, these products are being increasingly sold online, but direct contact with the product and salespersons remains very important.
This article offers some insightful preliminary reflections on today’s concept of luxury and the relationship between luxury and contemporary collection. After a brief review of the literature on experience economy, luxury, and contemporary collections, the paper illustrates the research method, the findings, some preliminary theoretical and managerial implications, the limitations of the study, and suggests future research steps
La creazione del valore per il consumatore culturale: il caso ‘Musei in Rete Valle del Metauro
No full textL’obiettivo principale di questo lavoro è proporre un modello concettuale per ana- lizzare e per sviluppare, in un’ottica di marketing, il processo di creazione del valore per il consumatore culturale. In particolare, il framework concettuale proposto sugge- risce che i musei dovrebbero, così come le imprese, curare con attenzione le fasi di progettazione, creazione, comunicazione e consegna del valore per specifici target di utenti, coerentemente con il perseguimento della mission e nei limiti delle risorse a disposizione. Per validare tale modello teorico, applicabile alla più vasta categoria delle organizzazioni artistiche e culturali (OAC) italiane, è stata condotta un’indagine qualitativa sui visitatori e sui gestori dei musei di una rete museale pesarese. La ricerca em- pirica ha evidenziato che esistono diversi segmenti di visitatori e situazioni piuttosto eterogenee in merito alla capacità di creare valore per i propri visitatori, da musei che confermano le carenze nell’approccio al mercato registrate negli studi di carattere nazionale a realtà più mature che dimostrano come un adeguato orientamento al marke- ting possa realmente aiutare a perseguire in modo più efficace ed efficiente la propria mission.
Le principali carenze riscontrate riguardano la non chiara definizione della missio- ne e dei fini del museo, la scarsa conoscenza dei visitatori, la formulazione di una pro- posta di valore spesso indifferenziata e la scarsa mobilitazione di risorse esterne. Le politiche che le OAC dovrebbero adottare per superare tali debolezze ed accrescere il valore per il consumatore culturale sono incentrate sull’introduzione di competenze imprenditoriali, di marketing e talvolta manageriali nelle OAC, sull’utilizzo delle ICT in tutte le fasi del processo di creazione del valore e sulla capacità di fare sistema con gli attori del territorio.
The main purpose of this paper is to suggest a conceptual model for analyzing and developing, from a marketing point of view, the process of value creation for the cultu- ral consumer. In particular, this conceptual framework puts forward the idea that mu- seums, like firms, should carefully manage the phases of design, creation, communication and distribution of value for specific targets of users, according to the mission and the resources available. To validate such theoretical framework, which is valid for all Italian artistic and cultural organizations, a survey was carried out on visitors and ma- nagement part of a museum network located in the province of Pesaro and Urbino. The empiric research has emphasized that there are different segments of visitors and diffe- rent ways to create value for visitors, from museums which show the weaknesses registered in national studies to museums showing that a proper market orientation can really enable organizations to carry out efficiently and effectively their mission.
The main weaknesses concern the unclear definition of the mission and aims of the museum, the low level of knowledge of visitors, the offer which is often not differentia- ted, the weak mobilization of external resources. In order to reduce the above-mentio- ned weaknesses and to increase the value for the cultural consumer, artistic and cultu- ral organizations should adopt policies focused on the introduction of entrepreneurial and marketing skills and sometimes managerial skills, the use of the ICT in all the phases of the process of value creation and on the capacity of networking with the actors of the territory
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