La creazione del valore per il consumatore culturale: il caso "Musei in Rete Valle del Metauro"

The main purpose of this paper is to suggest a conceptual model for analyzing and developing, from a marketing point of view, the process of value creation for the cultural consumer. In particular, this conceptual framework puts forward the idea that museums, like firms, should carefully manage the phases of design, creation, communication and distribution of value for specific targets of users, according to the mission and the resources available. To validate such theoretical framework, which is valid for all Italian artistic and cultural organizations, a survey was carried out on visitors and management part of a museum network located in the province of Pesaro and Urbino. The empiric research has emphasized that there are different segments of visitors and different ways to create value for visitors, from museums which show the weaknesses registered in national studies to museums showing that a proper market orientation can really enable organizations to carry out efficiently and effectively their mission. The main weaknesses concern the unclear definition of the mission and aims of the museum, the low level of knowledge of visitors, the offer which is often not differentiated, the weak mobilization of external resources. In order to reduce the above-mentioned weaknesses and to increase the value for the cultural consumer, artistic and cultural organizations should adopt policies focused on the introduction of entrepreneurial and marketing skills and sometimes managerial skills, the use of the ICT in all the phases of the process of value creation and on the capacity of networking with the actors of the territory.

Emanuela Conti, La creazione del valore per il consumatore culturale: il caso "Musei in Rete Valle del Metauro" in "ECONOMIA E DIRITTO DEL TERZIARIO " 1/2010, pp 71-108, DOI: 10.3280/ED2010-001004