Abstract
The term ‘ecomuseum’ reflects the connection between the museum and its social surroundings and environment. First of all, the paper investigates the definition. This paper looks into the Ecomuseum definition, to point out different contexts and institutions which generate Ecomuseum. Secondly, the paper investigates Economics and Marketing Behaviors of Ecomuseums in support of the competitive advantage, and analyzes the way of creating territorial brand values able to engage communities in the ongoing creation of an Ecomuseum, looking for an interpretative model. A particular focus is on fundraising and online communication in order to have evidence of the wide range of stakeholders this entrepreneur can target. To reach its goal, this paper presents a Cluster Analysis to gain an understanding of Economics of Ecomuseums, and case studies to offer an insight of their Marketing Strategies. The cluster analysis will profile a USA sample according to their marketing and fundraising performances and emphasize the connections with audiences and targets both within and without the communities, town or regions where they are. The sample will allow to focus on vanishing boundaries of the definition and to separate strategies and performances of two main profiles: the Fundraiser with Gain or Loss and the Marketing Expert.
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Appendix: Composition of Clusters
Appendix: Composition of Clusters
USA ‘Ecomuseums’ | Cluster |
Springs Preserve Foundation-Las Vegas | 1 |
Mann Agricultural Land Trust-Point Reyes Station | 1 |
Texas Folklife Resources-Austin | 1 |
Philadelphia Folklore Project-Philadelphia | 1 |
Folklore Village Farm-Dodgeville | 1 |
Japan Society-New York | 1 |
National Museum of American Jewish History-Philadelphia | 1 |
Star Sports Theatre Arts&Recreation-Culver City | 2 |
Lifeschool-Bodega | 2 |
Marine Discovery Center-New Smyrna Beach | 2 |
Blue Hill Observatory Science Center-Readville | 2 |
Center for Energy and Environment-Minneapolis | 2 |
National Outdoor Leadership School-Lander | 2 |
Green Mountain College-Poultney | 2 |
34th Street Partnership-New York | 2 |
Capital Crossroads Special Improvement-Columbus | 2 |
Sacramento Tree Foundation-Sacramento | 2 |
Our City Forest-San Jose | 2 |
Great River Greening-Saint Paul | 2 |
San Francisco Clean City Coalition-San Francisco | 2 |
Delaware Center for Horticulture-Wilmington | 2 |
PA Cleanways-Greensburg | 2 |
California Stormwater Quality ASS-Menlo Park | 2 |
Center for Southern Folklore-Memphis | 2 |
Folklore Society of Greater Washington-Frederick | 2 |
Living Traditions-New York | 2 |
Louisiana Folk Roots-Lafayette | 2 |
Lower East Tenement Museum-New York | 2 |
National Baseball Hall of Fame and Museum-Cooperstown | 2 |
Gospel Music Workshop of America-Detroit | 2 |
We Tell Stories-Santa Monica | 2 |
Council for Native Hawaiian Advancement-Kapolei | 2 |
High Desert Museum-Bend | 2 |
California Rodeo-Salinas | 2 |
National Wildlife Federation-Reston | 3 |
Railroad Park Foundation-Birmingham | 3 |
Webb County Heritage Foundation-Laredo | 3 |
New York Folklore Society-Schenectady | 3 |
Crocker Art Museum-Sacramento | 3 |
National Black Arts Festival-Atlanta | 3 |
The Epoch Times Association-South Plainfield | 3 |
Outward Bound-Fishkill | 4 |
Whalehead Preservation Trust&Currituck Wildlife Museum-Corolla | 5 |
Connecticut Audubon Society-Fairfield | 5 |
Naples Botanical Garden-Naples | 5 |
O’neill Sea Odissey-San Jose | 5 |
Friends of The Virgin Islands National Park- St. John | 5 |
Governor Island Corporation-New York | 5 |
National Arbor Day Foundation-Lincoln | 5 |
Los Angeles Conservation Corps-Los Angeles | 5 |
Brooklyin Botanic Garden-Brooklyn | 5 |
Nature Conservancy-Arlington | 5 |
Chesapeake Bay Foundation-Annapolis | 5 |
San Francisco Parks Alliance-San Francisco | 5 |
Forest Park Forever-St Louis | 5 |
New York Restoration Project-New York | 5 |
Keep America Beautiful-Stamford | 5 |
Pittsburgh Parks Conservancy-Pittsburgh | 5 |
Keep Indianapolis Beautiful-Indianapolis | 5 |
Parkpride Atlanta-Atlanta | 5 |
Allegheny County Parks Foundation-Pittsburgh | 5 |
Hermann Park Conservancy-Houston | 5 |
Friends of Trees-Portland | 5 |
Heartlands Conservancy-Mascoutah | 5 |
Riverlife-Pittsburgh | 5 |
Friends of The Blue Ridge-Roanoke | 5 |
Friends of Westchester County Parks-Ardsley | 5 |
Taltree Arboretum And Gardens Found-Valparaiso | 5 |
Florida West Coast Resource Cons-Parrish | 5 |
Colorado Youth Corps Association-Denver | 5 |
Friends of The Mississippi River-St Paul | 5 |
Tree for Houston-Houston | 5 |
Greater Newark Conservancy-Newark | 5 |
Railtrails Council-Union Dale | 5 |
Riverside Park Conservancy-New York | 5 |
Andover Village Improvement Society-Andover | 5 |
Capital District Community Gardens-Troy | 5 |
Memorial Park Conservancy-Houston | 5 |
Keep Texas Beautiful-Austin | 5 |
Friends of Hudson River Park-New York | 5 |
American Folklore Society-Columbus | 5 |
Heritage Works-Detroit | 5 |
Arts Midwest-Minneapolis | 5 |
Montaclair Art Museum-Montclair | 5 |
North Carolina Folklife Institute-Durham | 5 |
Mississippi Industrial Heritage Museum-Meridian | 5 |
National Czech&Slovak Museum&Library-Cedar Rapids | 5 |
Americas Society-New York | 5 |
National Italian America Foundation-Washington | 5 |
Alaska Native Heritage Center-Anchorage | 5 |
National Museum of Mexican Art-Chicago | 5 |
August Wilson Center for African American Culture-Pittsburgh | 5 |
Crow Canyon Archaeological Center-Cortez | 5 |
Santa Fe International Folk Art Market-Santa Fe | 5 |
Sealaska Heritage Institute-Juneau | 5 |
Mid Americas Arts Alliance-Kansas City | 5 |
Hispanic Society of America-New York | 5 |
Museum of The New South-Charlotte | 5 |
Nordic Heritage Museum Foundation-Seattle | 5 |
Asian Arts Initiative-Philadelphia | 5 |
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Besana, A., Esposito, A. (2016). Understanding Economics and Marketing of Ecomuseums: An Exploration of a USA Sample. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Business Challenges in the Changing Economic Landscape - Vol. 2. Eurasian Studies in Business and Economics, vol 2/2. Springer, Cham. https://doi.org/10.1007/978-3-319-22593-7_17
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