Marketing Strategies for Top Italian Museums: The Influence of Province Destination Competitiveness

By Alfonso Siano, Lynne Eagle, Maria Giovanna Confetto and Mario Siglioccolo.

Published by The International Journal of the Inclusive Museum

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Museums are closely connected with the tourism destinations in which they are placed; yet, the link between museum and destination has been quite neglected by researchers to date. This contribution is a first attempt to address this gap, with regard to the Italian context.
The paper is designed to investigate most popular Italian museums together with the destination competitiveness of the provinces where these museums are located.
From research findings it is possible to classify most popular Italian museums in four cluster categories, according to their number of visitors and the level of competitiveness of their provinces of reference. The differences in the destination competitiveness of the provinces where top Italian museums are located enable the elaboration of specific strategies for museums and the tourism industry for each identifiable cluster, valuable to both academics and museum managers.

Keywords: Top Italian Museums, Province Destination Competitiveness, Museum Marketing Strategies

International Journal of the Inclusive Museum, Volume 2, Issue 4, pp.111-124. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.284MB).

Prof. Alfonso Siano

Professor of E-Marketing, Corporate Communication Management, Department of Communication Studies, University of Salerno, Salerno, SA, Italy

Alfonso Siano is Professor and Chair of Corporate Communication at the University of Salerno (Italy) where he is Founder and Chair of the Doctoral Programme in Marketing and Communication. He has previously been Researcher and Lecturer in Management at the University of Rome ‘La Sapienza’. He teaches and carries out research in corporate communication and reputation, marketing communications, arts and heritage marketing, place communications. He has published 6 books, book chapters and articles in Italian and international journals. He presented competitive papers at several international conferences.

Lynne Eagle

Professor of Marketing, Bristol Business School, University of the West of England, Bristol, UK

Lynne Eagle is Professor of Marketing and Co-Director of the Bristol Social Marketing Centre at the Bristol Business School, University of the West of England (UK). She holds a PhD from the University of Auckland in her native New Zealand. Her research interests centre on marketing communication effects and effectiveness, including the impact of persuasive communication on children and the impact of new, emerging and hybrid media forms. She has published in a wide range of academic journals, including the Journal of Advertising, Journal of Advertising Research, Health Communication and European Journal of Marketing and contributed several book chapters as well as presenting numerous research papers at international conferences. She is currently working with colleagues on two new texts, Social Marketing and Marketing Communication. Her work has been cited extensively by academics and industry spokespeople and she has given numerous media interviews regarding research findings.

Maria Giovanna Confetto

Lecturer, Department of Communication Science, University of Salerno, Salerno, SA, Italy

Maria Giovanna Confetto, PhD, is Researcher and Lecturer in Marketing and Communication at the University of Salerno (Italy). She teaches and carries out research in marketing communications, place marketing and place communications. She has published 1 book and various book chapters and articles in leading Italian journals. She presented competitive papers at several international conferences.

Dr. Mario Siglioccolo

Post PhD student, Department of Communication Science, University of Salerno, Torre del Greco, Naples, Italy

Mario Siglioccolo is PhD in “Marketing and Communication” at the University of Salerno (Italy). He graduated with a first-class honours degree in Communication Science. His research interests focus on marketing communications, museum and place marketing. He presented competitive papers at several international conferences, and has recently published a paper on the International Journal of Knowledge, Culture and Change Management in Organizations.

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