Abstract
This study investigates the effects generated by the interaction of museums with the reference community. The research is centered on analyzing and evaluating stakeholder strategies employed by a single case study, the National Archaeological Museum of Naples (MANN) through a gap analysis based on the investigation of three main drivers: identity, image, and reputation. The research adopts a qualitative approach implemented through action research. Specifically, the authors submitted a semi-structured questionnaire to a shortlist of selected Opinion Leaders. The evidence returns a photograph of cultural institutions perceived as places of welcome and inclusiveness, a cultural hub around whose core gravitates multiple heterogeneous networks that share the mission of urban regeneration and artistic dissemination. Therefore, this study offers cultural institutions as value-creating attractors of social, cultural, economic, and qualifiable as (a) connectivity enablers; (b) aggregators; and (c) activators of relational places, in physical and virtual contexts.
Presenters
Gesualda IodicePhD Candidate, Department of Economics, Management, Institutions, University of Naples "Federico II", Napoli, Italy Francesco Bifulco
Professor of Economics and Business Management, Department of Humanities Studies, University of Naples "Federico II", Naples, Italy
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
STAKEHOLDER ENGAGEMENT, CULTURAL HERITAGE, MUSEUM
