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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.

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.

Satellite images can be a powerful source of data for analyses of conflict dynamics and social movements, but sociology has been slow to develop methods and metadata standards for transforming those images into data. We ask: How can satellite images become useful data? What are the key methodological and ethical considerations for incorporating high-resolution satellite images into conflict research? Why are metadata important in this work? We begin with a review of recent developments in satellite-based social scientific work on conflict, then discuss the technical and epistemological issues raised by machine processing of satellite information into user-ready images. We argue that high-resolution images can be useful analytical tools provided they are used with full awareness of their ethical and technical parameters. To support our analysis, we draw on two novel studies of satellite data research practices during the Syrian war. We conclude with a discussion of specific methodological procedures tried and tested in our ongoing work.

Tourist guides, one of the important service providers of tourism, have effected greatly by smart tourism technology during the COVID-19 period. It is thought that this trend will continue to increase in the future. Also, there are some challenges of smart tourism post pandemic on tour guides. In this context, the study aims to examine the levels of utilization of smart tourism applications by tourist guides, their activities in the COVID-19 period, and the transformation that tour guiding will undergo in the future. Within the scope of the study, existing smart tourism applications used in tours were examined with opportunities and challenges sides. In addition, the reflection of the guided cultural tours in the future was evaluated.

The aim is to expose the lack of recognition of archaeological sites as a symbolic identity and cultural integrator, showcasing how a deconstructed ideal of public policies and social practices resulted from mismanagement in the processes of safeguarding the historical culture of the sites. It is intended to highlight this discrepancy as to raise awareness on the equivocal direction these complications are heading to and to stress the advocacy for knowledge dissemination government sectors should aim on promoting.

The article draws substantively on the analysis of case studies at state and national level. The archaeological cultural value interpretation is supported by the analysis of historical records such as exploration logs, government organizations’ workbooks, norms and regulations of archaeological conservation and literature review. The current deconstructed cultural value of archaeological sites is interpreted given trends of promotion of archaeological heritage, which ultimately resulted in a misconception of origins.

The subsequent analysis shows that present-day political and social activities on archaeological sites are predisposed by a mismanagement of cultural promotion. The preference for activities that differ from indigenous traditions, commercialization of culture and urban growth have diverged the ideal of culture integration and knowledge dissemination these sites were rescued for, leading to the ignorance of the population towards their cultural value. This phenomenon demonstrates that archaeology in Morelos is currently submerged in a misconception of origins.

The article aims to expose an array of references to issues of the usefulness of archaeological heritage for political and economic purposes as a referent for future studies.

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.

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.

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.

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.