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The experiential offering system of museums: evidence from Italy

The experiential offering system of museums: evidence from Italy The purpose of this paper is to propose a new management approach to analyse the processes of museums in the experience logic and, on the basis of such a model, to study the management processes of the National Gallery of the Marches in Urbino, one of the most important museums in Italy.Design/methodology/approachThis study adopted a qualitative methodology and a descriptive-exploratory approach. The proposed model, which aimed to create and manage experiences and transformations in museums, was tested in the National Gallery of the Marches by adopting the case study method.FindingsThe empirical research underlined the partial application of the proposed model in the museum under examination and the potential for the museum to improve the offering value to its visitors.Research limitations/implicationsAlthough a single case was investigated, the present work offers a preliminary theoretical contribution, which is useful for perfecting the conceptual framework and applying it to a wider number of cases.Practical implicationsThe management of the National Gallery of the Marches should first plan a greater number of more detailed experiences and transformations around the theme of the Renaissance, and promote the active role of visitors. Second, it should improve the communication of the offer, especially through social networks. Third, personnel (especially front office) should be motivated and trained to create value for visitors.Originality/valueThe paper aims at developing a new management approach for the museums to create value for the visitors and museums by bringing the insight of the experience logic into the field of cultural heritage management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Cultural Heritage Management and Sustainable Development Emerald Publishing

The experiential offering system of museums: evidence from Italy

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2044-1266
DOI
10.1108/jchmsd-02-2017-0009
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to propose a new management approach to analyse the processes of museums in the experience logic and, on the basis of such a model, to study the management processes of the National Gallery of the Marches in Urbino, one of the most important museums in Italy.Design/methodology/approachThis study adopted a qualitative methodology and a descriptive-exploratory approach. The proposed model, which aimed to create and manage experiences and transformations in museums, was tested in the National Gallery of the Marches by adopting the case study method.FindingsThe empirical research underlined the partial application of the proposed model in the museum under examination and the potential for the museum to improve the offering value to its visitors.Research limitations/implicationsAlthough a single case was investigated, the present work offers a preliminary theoretical contribution, which is useful for perfecting the conceptual framework and applying it to a wider number of cases.Practical implicationsThe management of the National Gallery of the Marches should first plan a greater number of more detailed experiences and transformations around the theme of the Renaissance, and promote the active role of visitors. Second, it should improve the communication of the offer, especially through social networks. Third, personnel (especially front office) should be motivated and trained to create value for visitors.Originality/valueThe paper aims at developing a new management approach for the museums to create value for the visitors and museums by bringing the insight of the experience logic into the field of cultural heritage management.

Journal

Journal of Cultural Heritage Management and Sustainable DevelopmentEmerald Publishing

Published: Nov 15, 2017

Keywords: Experience; Service; Transformation; Experience logic; Museum offering system; Service logic

References