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Article
Publication date: 10 April 2018

Christelle Traboulsi, Moreno Frau and Francesca Cabiddu

The purpose of this paper is to answer fundamental questions on the perceived value of active senior visitors (55+ years old) in the context of cultural heritage sites…

Abstract

Purpose

The purpose of this paper is to answer fundamental questions on the perceived value of active senior visitors (55+ years old) in the context of cultural heritage sites, when using immersive technologies, conceptualizing technological experience by illustrating an extended space in the pre, during and post phases of visits. Furthermore, it will reveal a better understanding of digital transformation opportunities and risks in the tourism industry and its related sectors regarding active senior travelers and it will further provide some insights and tools that are required to follow.

Design/methodology/approach

Since the authors are studying a population that is thus far not fluent in the means of digital opportunities, the authors will conduct two semi-structured interviews before and after visits to the museums in order to lower the level of emotional bias responses. Moreover, observations of the participants’ interaction with technological devices will be assessed during their visit.

Findings

Current findings enrich the theoretical perspective of perceived value. First, they extend our knowledge on the perceived consumers’ value of active senior visitors in the application of immersive technologies pertaining to archeological museums. They also shed new light on the different dimensions of the perceived value (epistemic value, functional value, hedonic value and social value) of active senior visitors concerning museum transformation. Third, they provide an integrative framework for extending the boundaries of the museum technological visit experience, linking the pre-, during-, and post-visit phases.

Research limitations/implications

Having a longitudinal study that evaluates the same population of seniors over a longer period would enhance our understanding of perception and adoption behavior in non-users. It entails the dimensions that are necessary from a theoretical and managerial point of view, thus contributing to strategic planning for museum managers who are planning on going digital in the coming years aiming at creating further value and satisfaction for their active senior visitors to cultural heritage sites.

Originality/value

The majority of research concerning technological developments and experiences to date has focused on holistic views studying different stakeholders’ perspectives or on digital natives’ perception regarding museum digital transformation. However, only few studies have evaluated the perceived value of active senior travelers and their overall satisfaction when visiting museums that became digital.

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Article
Publication date: 16 October 2009

Valentina Della Corte, Iris Savastano and Alessandra Storlazzi

The purpose of this paper is to study service innovation applied to archaeological sites' management, in terms of enrichment of primary cultural product with auxiliary…

Abstract

Purpose

The purpose of this paper is to study service innovation applied to archaeological sites' management, in terms of enrichment of primary cultural product with auxiliary products (cultural activities).

Design/methodology/approach

The research design is based on the application of the main issues in strategic management, with particular reference to resource‐based theory and service‐dominant logic, to cultural archaeological sites' management. The empirical part concerns a case study analysis conducted on some cases in the Mediterranean area: Hercolaneum (Italy), Masada (Israel) and Petra (Giordania).

Findings

By the cases' study, it comes out a clear awareness of the need to bring innovative forms to archaeological sites' management, both through the use of information and communication technology techniques and to the enrichment of “integrated and complex” offers that go far beyond the archaeological core product.

Research limitations/implications

The analysis provides a foundation for further development in the field of service innovation applied to archaeological sites' management. The paper proposes an analytical model and a positioning matrix, according to some variables, that could be applied to other cases for a more relevant analysis.

Practical implications

The paper provides policy makers, private and public actors a possible approach for developing and applying strategic management concepts to cultural offer in an innovative way.

Originality/value

The paper gives some first important hints to innovate cultural service in archaeological sites. It is not just an attempt to apply a managerial optic in this business: an interdisciplinary approach is adopted, even consulting scholars in culture and archeology, trying to enrich the contents of managerial approach.

Details

International Journal of Quality and Service Sciences, vol. 1 no. 3
Type: Research Article
ISSN: 1756-669X

Keywords

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Book part
Publication date: 14 October 2019

Wan-Yu Liu and Joseph S. Chen

This study attempts to demonstrate how a tourism attraction (i.e., museum) could establish its brand equity. It involves a case study on one of the most famous museums in…

Abstract

This study attempts to demonstrate how a tourism attraction (i.e., museum) could establish its brand equity. It involves a case study on one of the most famous museums in Taiwan which involves an in-depth interview. The results show that the museum under investigation has established a clear brand identification and its brand communications but has a limited interpretation of its brand assets. Recommendations include strengthening its experiential propaganda, organizing large-scale intercity festivals, coordinating with other vendors to sell cultural products, increasing the number of professional exhibitions, and establishing a self-evaluation mechanism.

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Book part
Publication date: 20 November 2015

Antonella Nuzzaci

The contribution explores the methodology, strategies and activities of inter-institutional partnership among university, school, territory initiated by the Degree Courses…

Abstract

The contribution explores the methodology, strategies and activities of inter-institutional partnership among university, school, territory initiated by the Degree Courses in Primary Education Sciences of the University of L’Aquila. It illustrates the experiences of an active partnership undertaken at the five-year, single-cycle Degree Course after the reform introduced in Italy by the law 249 of September 2010 aimed at encouraging local development in a national and international perspective (Bologna Process, 1999). These activities focus on the need to strengthen the cultural and professional profile of future teachers through curricular and extracurricular activities involving the use of cultural heritage goods, tangible and intangible, of the territory. The aim is to renew methodological approaches to ‘science teaching’ through the use of appropriate technologies that make it possible to realize the process of teaching-learning adequate to provide the multi-lettered of the XXI Century with sets of skills and knowledge more and more updated. The contribution focuses, in particular, on the project titled ‘Museum in … click! – Cognitive processes and new technologies applied to archaeological heritage in museums for cultural fruition qualitatively appreciable’. This project involved University, Superintendence of Archaeological Heritage (SAH) of Abruzzo and local schools in a partnership where teachers and students from schools of the territory were busy in direct training to build educational proposals and multimedia products for their peers to improve the quality of use of cultural goods involved. The project, funded by the Ministry of Cultural Heritage and Activities and Tourism – Ministero dei Beni e delle Attività Culturali e del Turismo (MIBACT), provides a good example of practices within a partnership model that feeds a teaching system where the different skills of the stakeholders interact inside a common cultural area pursuing the same goals.

Details

University Partnerships for Community and School System Development
Type: Book
ISBN: 978-1-78560-132-3

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Article
Publication date: 7 September 2018

Mujde Bideci and Tahir Albayrak

The purpose of this paper is to identify the main factors contributing to museum experience and assess the differences in museum experience perceptions of domestic and…

Abstract

Purpose

The purpose of this paper is to identify the main factors contributing to museum experience and assess the differences in museum experience perceptions of domestic and foreign tourists. Furthermore, examining the relationship between museum visit experience and overall satisfaction for the domestic and foreign tourists is another purpose of the paper.

Design/methodology/approach

Data collection was conducted using the convenience sampling method. The on-site survey was carried out with the participation of domestic and foreign tourists visiting Antalya Historical and Archaeological Museum in Turkey.

Findings

Analysis of data from 151 domestic and 151 foreign tourists visiting to Antalya Historical and Archaeological Museum indicated that edutainment, comfort, escape and aesthetic are the underlying dimensions of museum experience. The aesthetic dimension was identified as the most important aspect of the museum visit experience. In addition, museum visit perceptions of the domestic and foreign tourists and overall satisfactions with their visit were found to be different from each other.

Originality/value

The findings of this study provide a better understanding of the museum experience from the domestic and foreign tourists’ perspectives. Furthermore, the paper presents a novel and integrated approach to investigate tourist experiences in the extending museum experience literature.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 12 no. 3
Type: Research Article
ISSN: 1750-6182

Keywords

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Book part
Publication date: 11 June 2021

Islam Elgammal and Hassan Refaat

Purpose: This chapter is exploring opportunities out of the coronavirus crisis and investigating how to turn the crisis into a stepping stone for enhancing heritage…

Abstract

Purpose: This chapter is exploring opportunities out of the coronavirus crisis and investigating how to turn the crisis into a stepping stone for enhancing heritage tourism in Egypt.

Design: A qualitative approach is adopted and thirteen semi-structured interviews were conducted with key stakeholders about cultural heritage activities before, during, and after COVID-19.

Findings: Main findings of the chapter are divided into management-related (cultural sites carrying capacity, interpretation of cultural heritage attractions, site accessibility, hygiene, and safety) and marketing-related (the limited number of exhibited destinations, using technology and promoting heritage tourism locally) challenges.

Research Limitations/Implications: This study is limited to the Egyptian context. Future research could investigate the challenges and opportunities for heritage tourism in more developed countries. Besides, the use of qualitative methods can be altered to surveys in future research to enrich the body of knowledge in this area.

Practical Implications: The study is suggesting practical steps to tourism authorities related to management and marketing aspects of heritage tourism.

Originality/Value: This study is based on original research that produces new knowledge by using the study approach in collecting data, reports and interprets the findings and discusses possible implications.

Details

Tourism Destination Management in a Post-Pandemic Context
Type: Book
ISBN: 978-1-80071-511-0

Keywords

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Article
Publication date: 5 February 2018

Maria Francisca Blasco López, Nuria Recuero Virto, Joaquin Aldas Manzano and Jesús Garcia-Madariaga

The purpose of this paper is to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in…

Abstract

Purpose

The purpose of this paper is to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in order to test a model of market orientation, where 11 experts were interviewed and 122 employees of archaeological sites answered the e-questionnaire.

Design/methodology/approach

Partial least squares path modelling regression was employed to examine the measurement and structural model.

Findings

The findings have revealed that market orientation and innovativeness positively and significantly influence tourism sustainability, measured in economic and social terms. Besides, tourist functionality has been determined as an antecedent of market orientation.

Research limitations/implications

This study is limited by the sample sizes of both researches. The model has second order constructs (market orientation, innovativeness and tourism sustainability) that include related concepts to increase parsimony and understand relations with other variables. As a result, separate effects of these dimensions have not been measured, which could report interesting findings in future-related studies.

Practical implications

The results suggest useful insights for managers to improve social and economic sustainability in archaeological sites. Innovativeness affects tourism sustainability, which reinforces the idea that offering technological and organisational innovations improve economic and social sustainability. Besides, it has been proved that market orientation is a necessary precondition to guarantee social and economic sustainability.

Originality/value

This paper assists scholars and practitioners by shedding light on the comprehension of tourism sustainability.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. 8 no. 3
Type: Research Article
ISSN: 2044-1266

Keywords

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Article
Publication date: 25 January 2021

Hashem Mohammad Khries

This paper aims to help archaeologists, museums’ curators and technicians in understanding the principle of using the photogrammetry and 3D scanner for the museum

Abstract

Purpose

This paper aims to help archaeologists, museums’ curators and technicians in understanding the principle of using the photogrammetry and 3D scanner for the museum archaeological objects in a practical way by presenting specific examples for both methods. Another purpose is to evaluate the performance offered by the photogrammetry and the three-dimensional (3D) scanner device, with the aim of providing a suitable solution to the different shapes and sizes of the archaeological objects.

Design/methodology/approach

The author used the camera Canon EOS 1300 D for photographing and Einscan Pro 2X Plus as a 3D scanning device for several years on different kinds of objects made of various materials, including ceramic, stone, glass and metal.

Findings

This paper showed that both approaches create 3D models with high resolution in easy and different ways.

Practical implications

Handling objects and preparing them for photographing or scanning has involved a number of caveats and challenges regarding the risk of damage that the author had to bear in mind.

Originality/value

This paper is completely based on the author’s personal experiences of creating 3D image of various objects in the project of Documentation of Objects in the Jordanian Archaeological Museums.

Details

Collection and Curation, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9326

Keywords

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Article
Publication date: 22 March 2013

Androniki Kavoura and Evgenia Bitsani

The purpose of this paper is to examine practices for the presentation of specific sites in Greece, and in particular the way the Acropolis, Greece, a World Heritage Site…

Abstract

Purpose

The purpose of this paper is to examine practices for the presentation of specific sites in Greece, and in particular the way the Acropolis, Greece, a World Heritage Site, is communicated at national, local, and international levels, seeking to identify the policy for the presentation of heritage in the specific venue with its historical and current developments.

Design/methodology/approach

This study presents data collected from the analysis of archival documents and interviews with curators who offered the researchers ground to explain the purposes and reasons for the implementation of decisions related to the management of heritage following a case study design.

Findings

The paper argues for the need of a critical approach towards the implementation of communication activities for many sites rather than the world‐renowned ones. Issues that associate with the relationship of heritage with social aspects of the contemporary world receive little attention in the literature, let alone the masked political and economic implications that state governments often do not admit. The projection of the perceived distinct characteristics of a country, nationally and internationally, signifies the role that these properties may have when states present them at national level while retaining their international character.

Originality/value

The article makes a theoretical and practical contribution to the way the marketing of heritage for the Acropolis can consist of a typical recourse for other sites in other areas and is associated with socio‐economic and political implications.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 7 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

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Article
Publication date: 28 July 2021

Zafeirenia Brokalaki and Georgios Patsiaouras

The purpose of this paper is to show and critically discuss the motivations, conflicting narratives, practices and effects around the marketisation of cultural heritage…

Abstract

Purpose

The purpose of this paper is to show and critically discuss the motivations, conflicting narratives, practices and effects around the marketisation of cultural heritage. The work focusses on the exemplar case study of the ancient temple of the Athenian Parthenon, as a proto-brand, to explore ancient, medieval and modern marketing forces and practices through which various stakeholders have promoted, gifted, commercially traded, exchanged, acquired and illegally removed national cultural artefacts and historical monuments.

Design/methodology/approach

The study is based on a structured historical periodisation that covers three main eras – classical age, late antiquity and modern period – that triggered the marketisation of the ancient temple in diverse ways. First, historical research was conducted through the use of a range of secondary sources and archives. Second, observation techniques were used to study heritage marketisation practices at the New Acropolis Museum and the Parthenon in Athens and the British Museum in London. Third, visual material further facilitated the analysis.

Findings

This paper identifies multifarious institutional forces, political interests, technologies and sociocultural events that shape the commodification of history and marketisation of heritage offering a broader discussion on the evolution of early marketing practices and brands used to promote particular values, cultures and places, as well as the emergence and growth of illicit arts and antiquities markets.

Originality/value

Considering the lack of marketing research on the commercialisation of heritage, the work discloses novel insights around the use of cultural proto-brands and the formation of illegal markets and questionable arts trade practices. It, therefore, questions the ethical, socio-political, economic and aesthetic implications of the extensive marketisation of history and raises issues around the legitimate ownership, promotion and consumption of heritage.

Details

Journal of Historical Research in Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-750X

Keywords

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