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The Importance of Being Earnest. Enhancing the Authentic Experience of Cultural Heritage Through the Experience-Based Approach

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The Experience Logic as a New Perspective for Marketing Management

Part of the book series: International Series in Advanced Management Studies ((ISAMS))

Abstract

This chapter contributes to the scientific research on cultural marketing, by analyzing the application of the experience-based approach to the management of cultural heritage and museums. After discussing some of the main marketing innovations of the last 20 years, the multidimensionality of the museum experience is examined in depth, with a focus on the increasing role of co-production and co-creation of value. Particularly, the role of information and communication technologies (ICTs) is discussed as a way to widen the value of museum experiences, pointing out their strengths and weaknesses. Subsequently, a model is provided based on value co-creation through (1) the enhancement of cultural heritage as unique and nonfungible resources inherited from the past (authenticity), (2) the active involvement of visitors (interaction), (3) and the effective communication of the value of cultural heritage to different audiences in accordance with their skills and resources (storytelling). Through a critical investigation of a specific case study in the field of archaeology, Poggio Imperiale Park in Poggibonsi (province of Siena, Italy), the main challenges emerging in the “glocal” context are addressed, such as the need to satisfy the dual quest for experience and authenticity expressed by cultural consumers.

The Importance of Being Earnest. A Trivial Comedy for Serious People (1895) by Oscar Wilde.

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Notes

  1. 1.

    http://www.parco-poggibonsi.it/.

  2. 2.

    http://www.archeodromopoggibonsi.it/.

  3. 3.

    As stated by the promoters of the project: “to date, available funds allowed us to build a longhouse (residence of the landlord), a peasant hut with farmyard and hen house, the blacksmith’s forge, a bread oven, two barns, and the vegetable garden; and also some temporary sheds for craft activities, destined in the near future to be replaced by other huts and a large wooden granary on elevated platform” (Valenti and Salzotti 2017: 244).

  4. 4.

    http://www.archeotipo.it/.

  5. 5.

    See also: “Food and Buongoverno,” which is a tribute to Ambrogio Lorenzetti based on the reconstruction of a living and interactive portrait of artisan shops that are represented in the famous Buongoverno frescoes. The activity was coordinated by Prof. Marco Valenti, Department of Historical Sciences and Cultural Heritage of the University of Siena, during Siena Food Innovation, Millennials Festival 2017 (http://www.siylab.eu/en/millennials-festival-2017-2/).

  6. 6.

    The pole holes are the negative evidence that makes it possible to understand the shape and size of the structures.

  7. 7.

    To understand how the Carolingian Age huts are reconstructed, see https://www.facebook.com/pg/archeopb/photos/?tab=albums; https://www.facebook.com/pg/archeopb/videos/?ref=page_internal; http://www.raistoria.rai.it/articoli/viva-la-storia-costruire/33268/default.aspx.

  8. 8.

    www.archeodromopoggibonsi.it.

  9. 9.

    www.facebook.com/archeopb.

  10. 10.

    http://www.amici-archeodromo.it/.

  11. 11.

    People who financially support the Archaeodrome become residents of the village and receive a certificate with the name and profession of their character.

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Acknowledgements

I owe special thanks to Federico Salzotti for his generosity in taking time for the interview, providing me with information about the activity carried out by Archeòtipo s.r.l. and sharing his insights about the application of the experience-based approach in cultural heritage management.

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Authors and Affiliations

  1. Department of Education, Cultural Heritage and Tourism, University of Macerata, Macerata, Italy

    Mara Cerquetti

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  1. Mara Cerquetti
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Correspondence to Mara Cerquetti .

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Editors and Affiliations

  1. Department of Economics, Society, Politics, University of Urbino “Carlo Bo”, Urbino, Italy

    Tonino Pencarelli

  2. Department of Economics, University of Perugia, Perugia, Italy

    Fabio Forlani

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Cerquetti, M. (2018). The Importance of Being Earnest. Enhancing the Authentic Experience of Cultural Heritage Through the Experience-Based Approach. In: Pencarelli, T., Forlani, F. (eds) The Experience Logic as a New Perspective for Marketing Management. International Series in Advanced Management Studies. Springer, Cham. https://doi.org/10.1007/978-3-319-77550-0_8

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