To read the full version of this content please select one of the options below:

The experiential offering system of museums: evidence from Italy

Tonino Pencarelli (Dipartimento di Economia Società Politica, Università Degli Studi di Urbino Carlo Bo, Urbino, Italy)
Emanuela Conti (Dipartimento di Economia Società Politica, Università Degli Studi di Urbino Carlo Bo, Urbino, Italy)
Simone Splendiani (Dipartimento di Economia, Universita degli Studi di Perugia, Perugia, Italy)

Journal of Cultural Heritage Management and Sustainable Development

ISSN: 2044-1266

Article publication date: 24 October 2017

Issue publication date: 15 November 2017

Abstract

Purpose

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/approach

This 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.

Findings

The 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/implications

Although 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 implications

The 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/value

The 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.

Keywords

Citation

Pencarelli, T., Conti, E. and Splendiani, S. (2017), "The experiential offering system of museums: evidence from Italy", Journal of Cultural Heritage Management and Sustainable Development, Vol. 7 No. 4, pp. 430-448. https://doi.org/10.1108/JCHMSD-02-2017-0009

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited