New modalities for enhancing cultural heritage experience. The enabling role of digital technologies
DOI:
https://doi.org/10.7433/s99.2016.08Keywords:
scenario based design, digital technologies, cultural enhancement, value co-creationAbstract
Purpose of the paper: Starting from an overview of current trends, the aim of the present study is to identify models of cultural heritage enhancement in terms of consumer enjoyment from a new temporal and cognitive perspective.
Methodology: The paper starts with a theoretical-conceptual analysis inherent to the main evolutionary stages of cultural heritage enhancement. It follows with the reporting of findings based on the Scenario Based Design (SBD) method relative to industrial research and experimental development in the context of the FIBAC project.
Findings: The research evidences the empirical nature of the theoretical analysis carried out, identifying key elements relative to the visitor’s experiential dimension and highlighting innovative modalities of cultural experience.
Research limits: The focus of the research addresses empirical evidence resulting from a specific scenario, however to enable the generalization of the findings in terms of validity and reliability, a more widespread analysis would be necessary.
Practical implications: The logic underlying the experimental element of the project envisages the full involvement and participation of the visitors and represents a stimulus for exalting the managerial potential of cultural institutions (in particular museums) from the perspective of service management.
Originality of the paper: This lies in the resorting to SBD methodology, relative to the development of customized technologies in the specific context of the cultural heritage experience, above all from an interdisciplinary point of view. Furthermore, given the state of the art, the study represents the first concrete experience carried out within the museum context.
References
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BOLTER J.D., GRUSIN R. (1999), Remediation: Understanding New Media, MIT Press Cambridge.
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BONACINI E. (2014), “La realtà aumentata e le app culturali in Italia: storie da un matrimonio in mobilità”, Il Capitale Culturale, vol. IX, pp. 89-121.
BRADFORD H. (1994), “A new framework for museum marketing”, in Moore K., (a cura di), Museums Management, Routledge, London.
BROWN B., CHALMERS M. (2003), “Tourism and mobile technology”, in Kari K., Eija H.K. (eds), Proceedings of the eighth European conference on computer supported cooperative work, Sept. 14-18, Helsinki, Finland, New York, Kluwer Academic Press, pp. 335-354.
BROWN B., PERRY M. (2001), “Of maps and guidebooks: Designing geographical technologies”, ACM SIGGROUP Bulletin, vol. 22, n. 3, pp. 28-32.
BROWN E. (2010), “Introduction to location-based mobile learning”, in Brown E. (a cura di), Education in the Wild: contextual and location-based mobile learning in action. A report from the STELLAR Alpine Rendez-Vous workshop series, UK University of Nottingham, Nottingham, pp. 7-9.
BRUNETTI F. (1999), Il turismo sulla via della qualità, Cedam, Padova.
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BUHALIS D., LAW R. (2008), “Progress in information technology and tourism management: 20 years on and 10 years after the internet. The state of eTourism research”, Tourism Management, vol. 29, n. 4, pp. 609-623.
CANINA M., CELINO I., FRUMENTO E., PAGANI A., SIMEONI, N. (2008), “Beni culturali: lo sviluppo del settore passa dall’ICT”, Beltel, vol. 130, pp. 8-13.
CARROLL J.M. (1995), Scenario-based design: Envisioning work and technology in system development, Wiley, New York.
CARÙ A., COVA B. (2007), Consuming experiences (a cura di), Routledge, London.
CECONELLO M. (2012), “Mobile technologies: new ways to access tourism, culture and cities”, Tafter Journal, n. 52, october, http://www.tafterjournal.it/2012/10/01/mobile-technologies-new-ways-to-access-tourism-culture-andcities/
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CERQUETTI M. (2014), Marketing museale e creazione di valore: strategie per l’innovazione dei musei italiani, Franco Angeli, Milano.
CHANG K.E., CHANG C.T., HOU H.T, SUNG Y.T., CHAO H.L., LEE C.M. (2014), “Development and behavioral pattern analysis of a mobile guide system with augmented reality for painting appreciation instruction in an art museum”, Computers and Education, vol. 71, pp. 185-197.
COVA B. (2010), Il marketing tribale. Legame, comunità, autenticità come valori del Marketing Mediterraneo, Milano, Il Sole 24 ore.
DALLI D., ROMANI S. (2007), “Consumption experiences and product meanings: pasta for young Italian consumers”, in Carù A., Cova B. (eds), Consuming experience, Oxon, Routledge.
DESIGN-BASED RESEARCH COLLECTIVE (2003), “Design-based research: An emerging paradigm for educational inquiry”, Educational Researcher, vol. 32, n. 1, pp. 5-8.
DI VITTORIO A. (2011), “Turismo 2.0: Le community on line dei viaggiatori e la condivisione dell’esperienza turistica”, Mercati e Competitività, n. 4, pp.147-167.
DONATO F., VISSER TRAVAGLI A.M. (2010), Il museo oltre la crisi - Dialogo fra museologia e management, Mondadori, Electa per le Belle Arti, Milano.
FABRIS G. (2003), Il nuovo consumatore: verso il postmoderno, FrancoAngeli, Milano.
FABRIS G. (2008), Societing. Il marketing nella società postmoderna, Egea, Milano.
FRANCH M. (2010), “Le frontiere manageriali per la valorizzazione della cultura e dell’arte”, Sinergie, n. 82, pp. 95-107.
GILMORE A., RENTSCHLER R. (2002), “Changes in museum management. A custodial or marketing emphasis?, Journal of Management Development, vol. 21, n. 10, pp. 745-760.
GOH D.H., ANG R.P., CHUA A.Y.K., LEE C.K. (2009), “A factor analytic approach towards determining mobile tourism services”, Proceedings of the 11th international conference on electronic commerce, Aug 12-15, Taipei, Taiwan, New York, ACM Press, pp. 152-159.
GOLINELLI G.M. (2011), “Il Management tra ricerca, insegnamento e impresa”, Sinergie, n. 86, pp. 11-15.
HALL T., CIOLFI L., BANNON L., FRASER M., BENFORD S., BOWERS J., GREENHALGH C., HELLSTROM S.O., IZADI S., SCHNADELBACH H. (2002), “The visitor as virtual archaeologist: Explorations in mixed reality technology to enhance educational and social interaction in the museum”, Proceedings of VAST01 virtual reality, archaeology and cultural heritage, Glyfada, Nr. Athens, Greece, Nov 28-30, 2001, pp. 91-96, ACM Press,New York.
HETZEL P. (2002), Planète conso: Marketing espérientiel et nouveaux univers de consummation, Editions d’Organisation, Paris.
KAWASHIMA N. (1999), “Knowing the public. A review of Museum Marketing Literature and Research”, Museum Management and Curatorship, vol. 17, n. 1, pp. 21-39.
KENTERIS M., GAVALAS D., ECONOMOU E. (2009), “An innovative mobile electronic tourist guide application”, Personal and Ubiquitous Computing, vol. 13, pp. 103-118.
KOTLER N., KOTLER P. (2000), “Can museums be all things to all people? Missions, goals, and marketing’s role”, Museums management and Curatorship, vol. 18, n. 3, pp. 271-287.
LA SALLE D., BRITTON T.A. (2003), Priceless: Turning Ordinary Products into Extraordinary Experiences, Boston, Harvard Business School Press.
McCABE S., SHARPLES M., FOSTER C. (2012), “Stakeholder engagement in the design of scenarios of technology-enhanced tourism services”, Tourism Management Perspectives, vol. 4, pp. 36-44.
McLEAN F. (1995), “Future directions for marketing in museum”, The European Journal of Cultural Policy, vol. 1, n. 2, pp. 355-368.
McLUHAN M. (1964), Understanding Media: The Extensions of Man, MIT Press Cambridge.
MENCARELLI R., MARTEAUX S., PULH M. (2010), “Museums, consumers, and on-site experiences”, Marketing Intelligence and Planning, vol. 28, n. 3, pp. 330-348.
NORMAN D.A., DRAPER S. (1986), User centered system design: New perspectives on human-computer interaction, Hillsdale, Lawrence Erlbaum Associates, NJ.
O’CONNOR P. (2008), “Managing hospitality information technology in Europe: Issues, challenges and priorities”, Journal of Hospitality Marketing and Management, vol. 17, n. 1, pp. 59-77.
PENCARELLI T., FORLANI F. (2002), “Il marketing dei distretti turistici. Sistemi vitali dell’economia delle esperienze”, Sinergie, n. 58, pp. 231-277.
PENCARELLI T., SPLENDIANI S. (2011), “Le reti museali come sistemi capaci di generare valore: verso un approccio manageriale e di marketing”, Il capitale culturale, vol. II, pp. 227-252.
PINE J.B., GILMORE J.H. (2000), “L’economia delle esperienze. Oltre il servizio”, Hoepli, Milano (ed. orig.: The Experience Economy, Harvard Business School Press, Boston, 1999).
RITZER G., DEAN P., JURGENSON N. (2012), “The Coming of Age of the Prosumer”, American Behavioral Scientist, vol. 56, n. 4, pp. 379-398.
SACCO P.L., TRIMARCHI M. (2003), Il museo invisibile, Osservatorio Impresa e Cultura, Milano.
SANTAGATA W. (1999), Il pubblico invisibile. Indagine sui non-utenti dei musei, Rapporto per Regione Piemonte e Comune di Torino.
SCHMITT B.H. (1999), Experential Marketing, The Free Press, New York.
SOLIMA L. (2000), Il pubblico dei musei. Indagine sulla comunicazione nei musei statali italiani, Gangemi, Roma.
SOLIMA L. (2009), “Nuove tecnologie per nuovi musei. Dai social network alle soluzioni RFID”, Tafter Journal, n. 10, dicembre 2008 - gennaio 2009, http://www.tafterjournal.it/2008/12/22/nuove-tecnologie-per-nuovi-musei-dai-social-network-alle-soluzioni-rfid/
SOLIMA L. (2013), “Fatti, più che parole. L’indagine osservante e l’analisi del comportamento di fruizione del visitatore museale”, Mercati e Competitività, n. 4, pp. 103-125.
SOLIMA L., BOLLO A. (2002), I musei e le imprese. Indagine sui servizi aggiuntivi nei musei statali, Electa, Napoli.
SOLIS B. (2010), Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web, John Wiley & Sons, Hoboken, New Jersey.
SPALLAZZO D. (2013), “Musei, fruizione culturale e tecnologie mobili. Luoghi, persone, storie”, Storicamente. Rivista del Dipartimento di Storia Culture Civiltà, n. 9, pp.1-7.
STRÖMBERG H., VÄÄTÄNEN A., RÄTY V. (2002), “A group game played in interactive virtual space: Design and evaluation”, Proceedings of the 4th conference on designing interactive systems: Processes, practices, methods, and techniques, (DIS'02), London, UK, Jun 25-28, pp. 56-63, ACM Press, New York.
TALLON L. (2008), Digital technologies and the museum experience, Altamira Press, Lanham.
TALLON L. (2013), Mobile Strategy in 2013: an analysis of the annual Museums and Mobile survey, http://www.museumsmobile.com/wp-content/uploads/2013/07/MMSurvey-2013-report-V2.pdf
TAPSCOTT D., WILLIAMS A.D. (2006), Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York.
TOBELEM J-M. (1997), “The marketing approach in museums”, Museums management and Curatorship, vol. 16, n. 4, pp. 337-354.
VARGO S.L., LUSCH R.F. (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, n. 68, pp. 1-17.
Internet site
http://www.ponrec.it/open-data/progetti/scheda-progetto?ProgettoID=5236
BARILE S., MONTELLA M., SAVIANO M. (2012), “A service based systems view of cultural heritage”, Journal of Business Market Management, vol. 5, n. 2, pp. 106-136, http://nbn-resolving.de/urn:nbn:de:0114-jbm-v5i2.166.
BATTILANI P. (2009), Vacanze di pochi vacanze di tutti. L’evoluzione del turismo europeo, Il Mulino, Bologna.
BOLLO A. (2004), Il museo e la conoscenza del pubblico: gli studi sui visitatori, Eros Merli, Milano.
BOLTER J.D., GRUSIN R. (1999), Remediation: Understanding New Media, MIT Press Cambridge.
BONACINI E. (2011), Nuove tecnologie per la fruizione e valorizzazione del patrimonio culturale, Aracne, Roma.
BONACINI E. (2014), “La realtà aumentata e le app culturali in Italia: storie da un matrimonio in mobilità”, Il Capitale Culturale, vol. IX, pp. 89-121.
BRADFORD H. (1994), “A new framework for museum marketing”, in Moore K., (a cura di), Museums Management, Routledge, London.
BROWN B., CHALMERS M. (2003), “Tourism and mobile technology”, in Kari K., Eija H.K. (eds), Proceedings of the eighth European conference on computer supported cooperative work, Sept. 14-18, Helsinki, Finland, New York, Kluwer Academic Press, pp. 335-354.
BROWN B., PERRY M. (2001), “Of maps and guidebooks: Designing geographical technologies”, ACM SIGGROUP Bulletin, vol. 22, n. 3, pp. 28-32.
BROWN E. (2010), “Introduction to location-based mobile learning”, in Brown E. (a cura di), Education in the Wild: contextual and location-based mobile learning in action. A report from the STELLAR Alpine Rendez-Vous workshop series, UK University of Nottingham, Nottingham, pp. 7-9.
BRUNETTI F. (1999), Il turismo sulla via della qualità, Cedam, Padova.
BRUNO A., POLLICHINO G.B. (2011), “Sperimentare una nuova metodologia di analisi comportamentale durante le visite nei musei”, Palazzo Madama. Studi e Notizie, n. 0/1, pp. 209-213.
BUHALIS D., LAW R. (2008), “Progress in information technology and tourism management: 20 years on and 10 years after the internet. The state of eTourism research”, Tourism Management, vol. 29, n. 4, pp. 609-623.
CANINA M., CELINO I., FRUMENTO E., PAGANI A., SIMEONI, N. (2008), “Beni culturali: lo sviluppo del settore passa dall’ICT”, Beltel, vol. 130, pp. 8-13.
CARROLL J.M. (1995), Scenario-based design: Envisioning work and technology in system development, Wiley, New York.
CARÙ A., COVA B. (2007), Consuming experiences (a cura di), Routledge, London.
CECONELLO M. (2012), “Mobile technologies: new ways to access tourism, culture and cities”, Tafter Journal, n. 52, october, http://www.tafterjournal.it/2012/10/01/mobile-technologies-new-ways-to-access-tourism-culture-andcities/
CERQUETTI M. (2010), “Strategie di branding del cultural heritage nella prospettiva esperienziale”, Sinergie, n. 82, pp. 123-142.
CERQUETTI M. (2014), Marketing museale e creazione di valore: strategie per l’innovazione dei musei italiani, Franco Angeli, Milano.
CHANG K.E., CHANG C.T., HOU H.T, SUNG Y.T., CHAO H.L., LEE C.M. (2014), “Development and behavioral pattern analysis of a mobile guide system with augmented reality for painting appreciation instruction in an art museum”, Computers and Education, vol. 71, pp. 185-197.
COVA B. (2010), Il marketing tribale. Legame, comunità, autenticità come valori del Marketing Mediterraneo, Milano, Il Sole 24 ore.
DALLI D., ROMANI S. (2007), “Consumption experiences and product meanings: pasta for young Italian consumers”, in Carù A., Cova B. (eds), Consuming experience, Oxon, Routledge.
DESIGN-BASED RESEARCH COLLECTIVE (2003), “Design-based research: An emerging paradigm for educational inquiry”, Educational Researcher, vol. 32, n. 1, pp. 5-8.
DI VITTORIO A. (2011), “Turismo 2.0: Le community on line dei viaggiatori e la condivisione dell’esperienza turistica”, Mercati e Competitività, n. 4, pp.147-167.
DONATO F., VISSER TRAVAGLI A.M. (2010), Il museo oltre la crisi - Dialogo fra museologia e management, Mondadori, Electa per le Belle Arti, Milano.
FABRIS G. (2003), Il nuovo consumatore: verso il postmoderno, FrancoAngeli, Milano.
FABRIS G. (2008), Societing. Il marketing nella società postmoderna, Egea, Milano.
FRANCH M. (2010), “Le frontiere manageriali per la valorizzazione della cultura e dell’arte”, Sinergie, n. 82, pp. 95-107.
GILMORE A., RENTSCHLER R. (2002), “Changes in museum management. A custodial or marketing emphasis?, Journal of Management Development, vol. 21, n. 10, pp. 745-760.
GOH D.H., ANG R.P., CHUA A.Y.K., LEE C.K. (2009), “A factor analytic approach towards determining mobile tourism services”, Proceedings of the 11th international conference on electronic commerce, Aug 12-15, Taipei, Taiwan, New York, ACM Press, pp. 152-159.
GOLINELLI G.M. (2011), “Il Management tra ricerca, insegnamento e impresa”, Sinergie, n. 86, pp. 11-15.
HALL T., CIOLFI L., BANNON L., FRASER M., BENFORD S., BOWERS J., GREENHALGH C., HELLSTROM S.O., IZADI S., SCHNADELBACH H. (2002), “The visitor as virtual archaeologist: Explorations in mixed reality technology to enhance educational and social interaction in the museum”, Proceedings of VAST01 virtual reality, archaeology and cultural heritage, Glyfada, Nr. Athens, Greece, Nov 28-30, 2001, pp. 91-96, ACM Press,New York.
HETZEL P. (2002), Planète conso: Marketing espérientiel et nouveaux univers de consummation, Editions d’Organisation, Paris.
KAWASHIMA N. (1999), “Knowing the public. A review of Museum Marketing Literature and Research”, Museum Management and Curatorship, vol. 17, n. 1, pp. 21-39.
KENTERIS M., GAVALAS D., ECONOMOU E. (2009), “An innovative mobile electronic tourist guide application”, Personal and Ubiquitous Computing, vol. 13, pp. 103-118.
KOTLER N., KOTLER P. (2000), “Can museums be all things to all people? Missions, goals, and marketing’s role”, Museums management and Curatorship, vol. 18, n. 3, pp. 271-287.
LA SALLE D., BRITTON T.A. (2003), Priceless: Turning Ordinary Products into Extraordinary Experiences, Boston, Harvard Business School Press.
McCABE S., SHARPLES M., FOSTER C. (2012), “Stakeholder engagement in the design of scenarios of technology-enhanced tourism services”, Tourism Management Perspectives, vol. 4, pp. 36-44.
McLEAN F. (1995), “Future directions for marketing in museum”, The European Journal of Cultural Policy, vol. 1, n. 2, pp. 355-368.
McLUHAN M. (1964), Understanding Media: The Extensions of Man, MIT Press Cambridge.
MENCARELLI R., MARTEAUX S., PULH M. (2010), “Museums, consumers, and on-site experiences”, Marketing Intelligence and Planning, vol. 28, n. 3, pp. 330-348.
NORMAN D.A., DRAPER S. (1986), User centered system design: New perspectives on human-computer interaction, Hillsdale, Lawrence Erlbaum Associates, NJ.
O’CONNOR P. (2008), “Managing hospitality information technology in Europe: Issues, challenges and priorities”, Journal of Hospitality Marketing and Management, vol. 17, n. 1, pp. 59-77.
PENCARELLI T., FORLANI F. (2002), “Il marketing dei distretti turistici. Sistemi vitali dell’economia delle esperienze”, Sinergie, n. 58, pp. 231-277.
PENCARELLI T., SPLENDIANI S. (2011), “Le reti museali come sistemi capaci di generare valore: verso un approccio manageriale e di marketing”, Il capitale culturale, vol. II, pp. 227-252.
PINE J.B., GILMORE J.H. (2000), “L’economia delle esperienze. Oltre il servizio”, Hoepli, Milano (ed. orig.: The Experience Economy, Harvard Business School Press, Boston, 1999).
RITZER G., DEAN P., JURGENSON N. (2012), “The Coming of Age of the Prosumer”, American Behavioral Scientist, vol. 56, n. 4, pp. 379-398.
SACCO P.L., TRIMARCHI M. (2003), Il museo invisibile, Osservatorio Impresa e Cultura, Milano.
SANTAGATA W. (1999), Il pubblico invisibile. Indagine sui non-utenti dei musei, Rapporto per Regione Piemonte e Comune di Torino.
SCHMITT B.H. (1999), Experential Marketing, The Free Press, New York.
SOLIMA L. (2000), Il pubblico dei musei. Indagine sulla comunicazione nei musei statali italiani, Gangemi, Roma.
SOLIMA L. (2009), “Nuove tecnologie per nuovi musei. Dai social network alle soluzioni RFID”, Tafter Journal, n. 10, dicembre 2008 - gennaio 2009, http://www.tafterjournal.it/2008/12/22/nuove-tecnologie-per-nuovi-musei-dai-social-network-alle-soluzioni-rfid/
SOLIMA L. (2013), “Fatti, più che parole. L’indagine osservante e l’analisi del comportamento di fruizione del visitatore museale”, Mercati e Competitività, n. 4, pp. 103-125.
SOLIMA L., BOLLO A. (2002), I musei e le imprese. Indagine sui servizi aggiuntivi nei musei statali, Electa, Napoli.
SOLIS B. (2010), Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web, John Wiley & Sons, Hoboken, New Jersey.
SPALLAZZO D. (2013), “Musei, fruizione culturale e tecnologie mobili. Luoghi, persone, storie”, Storicamente. Rivista del Dipartimento di Storia Culture Civiltà, n. 9, pp.1-7.
STRÖMBERG H., VÄÄTÄNEN A., RÄTY V. (2002), “A group game played in interactive virtual space: Design and evaluation”, Proceedings of the 4th conference on designing interactive systems: Processes, practices, methods, and techniques, (DIS'02), London, UK, Jun 25-28, pp. 56-63, ACM Press, New York.
TALLON L. (2008), Digital technologies and the museum experience, Altamira Press, Lanham.
TALLON L. (2013), Mobile Strategy in 2013: an analysis of the annual Museums and Mobile survey, http://www.museumsmobile.com/wp-content/uploads/2013/07/MMSurvey-2013-report-V2.pdf
TAPSCOTT D., WILLIAMS A.D. (2006), Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York.
TOBELEM J-M. (1997), “The marketing approach in museums”, Museums management and Curatorship, vol. 16, n. 4, pp. 337-354.
VARGO S.L., LUSCH R.F. (2004), “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, n. 68, pp. 1-17.
Internet site
http://www.ponrec.it/open-data/progetti/scheda-progetto?ProgettoID=5236
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Published
2016-04-28
