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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.

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.

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.

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.

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.

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).

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).

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The urgency to cope with the international economic crisis has led to efforts to identify innovative tools and frameworks that are capable of regenerating local and national economic development. The enhancement of the cultural heritage sector can be a strategic factor in improving the competitiveness of country systems. In Italy, the nation’s rich cultural heritage is not managed in an efficient and effective manner, even though it embodies a tremendous opportunity to enhance local economic growth, especially in light of the role of new Cultural Technology Districts (CTDs). In this context, the purpose of this paper is to present the results of a survey conducted to investigate the behaviour of tourists who consume Italian cultural resources.

This paper is an empirical investigation that attempts to identify the needs and expectations of cultural consumers through descriptive statistics, as well as factor and cluster analysis. This study is the beginning of an effort to develop innovative products and services that will facilitate the revitalisation of the growth of the cultural heritage sector of Italy’s economy.

This paper identifies new profiles of the cultural consumer that will be useful for planning customised development strategies. New social trends and technological tools have influenced the behaviour and expectations of cultural visitors and present an opportunity to redefine the cultural tourist experience.

The lack of systematic surveys in Italy to gather data on the behaviour and expectations of cultural consumers has resulted in a gap of information between demand and supply. This paper proposes some significant strategies to learn about the business strategies of cultural heritage organisations.

In recent years, New Public Management (NPM) has been used as the major framework for administrative reforms to redesign the public museums in many countries. However, some scholars argue that this market-based transformation results in professional corrosion or shortcomings about the public museums’ capacity to fulfill their traditional missions. In this regard, this paper maintains that the concept of public value provides a useful way of thinking about the objectives of public services. Therefore, the purpose of this paper is to provide a new framework for administrative reforms in the sector to keep efficiency without falling into professional corrosion or inefficiency problem.

The paper uses the data collected through 178 questionnaire surveys.

The conclusion of the paper is that, for reforming publicly funded museums, public value offers a balance between efficiency and the primary roles of the museums.

In the paper, the analysis is based on the views of museum professionals. Thus, further researches based on different sources of data are required to further explain the administrative peculiarities of public museums.

There is a scarcity of literature on the administrative issues in public museums. This paper fulfills an identified need to study on this issue.

This study aims to assess whether or not the weight of the impact of the recent rubbish emergency in the Province of Naples (Italy) causes a temporary impact inbound tourism demand and the number of visitors to museums situated in the Province.

The research is based on secondary data referring to monthly tourist arrivals and visitors to museums to the Province of Naples, during the period in which crisis reached its climax. The variation of tourist arrivals and visitors to museums between this period and the same period of the previous four years represents the means for detecting an eventual decrease in inbound tourism demand and visitors to museums.

Research findings show the variation in the number of tourists and in the number of visitors to museums in the Province from 2004 to 2008. Despite the pessimistic estimates reported by media, the situation in the Province of Naples, during the period in which the refuse emergency reached a climax, is quite surprising.

Historical data do not refer to the whole period during which the crisis took place. The study cannot consider the long‐term impact of the refuse emergency on inbound tourism demand and on museum visitors, seeing as the crisis has only recently been resolved.

The research detects strong and weak points in the tourist offer in the Province of Naples; the elaboration of corrective practices and tools for reinforcing the image of the Province of Naples represent practical implications useful to local government, tourism operators, and museum managers.

This study is an initial attempt to analyse the impact of the refuse emergency on inbound tourism demand and on visitors to museums.