Andrea Moretti

Reengineering the museum's role in the tourism value chain: towards an IT business model.

At the beginning of the 21st century, museums find themselves struggling to maintain audience in competition with an increasing number of leisure and cultural attractions. Their traditional mission is leaving room to a strategic approach in which conservation and marketing harmonize to create new cultural experiences that appeal to leisure consumers and attract sponsors. The electronic management of contents, reference communities, and distribution channels offers valuable insights and solutions to these institutions. This article outlines the competitive responses that can be adopted by online museums, discusses the reengineering of their role in the tourism market, and proposes a prototype of a multimedia portal aimed at creating valuable synergies between cultural and tourist services.

‘Intelligent’ Museum As Value Creator On The Tourism Market: Towards A New Business Model

The educational mandate of museums is being transformed as marketing strategies play an increasingly crucial role in promoting cultural products. The electronic management of contents, reference communities and distribution channels represents a challenge for cultural institutions that wish to gain a competitive advantage on the global market. This paper outlines the competitive responses that can be adopted by on-line museums, discusses the re-engineering of their role on the tourism market and proposes a prototype of a multimedia portal aimed at creating valuable synergies between cultural and tourist services.

Social Media Marketing and Relationship Marketing: revolution or evolution? A first step analysis

Purpose of the study . By relying on the value creation perspective from a knowledge economy viewpoint, the aim of the paper is to analyze if the introduction of Social Media may be considered as an evolution or as a revolution of Relationship Marketing. This paper represents the first step of a longer path aimed at analyzing the evolution of the connections between Relationship Marketing (RM) and Public Relations (PR)in light of the introduction of Social Media, considered as tools of co-production and co-creation of value for firms. Methodology . A wide range of online databases were searched by means of keywords in order to analyze both academic and professional literature. Afterwards we used the snowball method in order to identify related references. Results . identification and description, according to an economic-managerial perspective, of the constitutive elements of a theoretical framework which allows us to analyze the relationship between RM and Social Media Marketing. Practical implications . Definition of the operational elements concerning the distinction between RM and Social Media Marketing so that the decision maker of firms may identify the innovative elements of Social Media within the marketing strategies and policies, in particular with regard to operational tools (ICT and managerial). Limits of the research . Since this is the first phase of a larger research, the study mainly deals with the analysis of RM literature by highlighting only the main contributions in the field of Public Relations. Originality . Identification of specific operational relationships between Social Media Marketing and RM by relying on the knowledge economy perspective of Italian strategic-managerial matrix. Identification of specific research questions which economic-managerial research has to answer in order to “solve” the relation between RM and PR in the context of Social Media.

Engaging consumers on social media: empirical evidence from the communications analysis of a CSR oriented company

The purpose of this paper is to show how corporate social responsibility (CSR) communication on social media is actually implemented and managed in business practice by a coffee company in Italy with a proved track record in CSR related activities. Consistent with the explorative aim of the study, this paper employs a case study approach and it adopts a sensemaking-sensegiving framework. An analysis was carried out of the communication on social media by interviewing three key respondents and employing a content analysis technique in order to study the communication on Facebook and Twitter. Results show that even if a company is CSR oriented, communication on social media does not focus on social and environmental issues. The result is confirmed by the interviews which underline how difficult it is to create engagement and to create a two-way dialogue with stakeholders about CSR issues on social media. The paper ends by suggesting several recommendations for further CSR communication implementation of the company analysed and for business practice in general.

Measuring website quality: theoretical framework and practical implications for the agro-food sector in the European Alpine area

Currently, online shopping has become a widespread phenomenon around the world and the internet has become a new outlet for the commercialisation of products usually sold through traditional channels. This paper focuses on the agro-food sector and on the European Alpine area with respect to sheep and goat production in order to develop a context-specific framework for e-commerce website quality. In other words, this paper aims to provide, on the one hand, a comprehensive theoretical framework for measure web quality; on the other hand, managerial implications for practitioners of the agro-food sector in order to promote these businesses improving the quality of their e-commerce websites. We declined these aims in two research questions: the first is about which are the key factors of website quality in the agro-food sector, analysing simultaneously system (or functional) quality and information (or technical) quality; the second research question is about how to measure these factors. This paper uses a quantitative methodology that mixes an objective and a subjective approach. The result is a pioneering approach able to capture website quality and to provide useful insights for managers and professionals in the agro-food sector.

Antecedents and moderators of golf tourists’ behavioral intentions

Purpose – The purpose of this paper is to provide a better understanding of golf tourism in a Mediterranean golf resort located in Italy. Based on a systematic literature review, this research develops and tests a context-specific “integrated model” in order to shed further light on the complex discordance in the literature with new empirical data. Furthermore, the present study attempts to establish a framework to provide a better understanding of golf tourism behavior in terms of specific segmentation profiles. This will contribute to a more targeted approach to marketing and promotional activities. Design/methodology/approach – This study applied structural equation modeling to verify the path relationship of golf tourists quality, perceived value, satisfaction and behavioral intention. The final step was to include the suggested moderator variables (age and playing experience) into the model in order to gain further insights. Furthermore, multiple group analyses were calculated in comparing two sub-sa...

I confini evolutivi dei distretti a matrice primaria: il caso del Prosecco

Obiettivo del paper : l’articolo vuole fornire un apporto concettuale alla letteratura sui distretti, rilevando il gap tra la prospettiva economico-manageriale e il punto di vista economico-agrario, presentando alcuni parallelismi analitici che hanno contraddistinto l’evoluzione sia dei distretti ‘classici’ sia dei distretti a ‘matrice primaria’ e struttura l’analisi del Distretto del Prosecco Doc come caso emblematico di evoluzione a seguito della revisione dei confini distrettuali. Metodologia : analisi sistematica della letteratura relativa ai distretti confrontando i contributi in prospettiva economico-manageriale ed economico-agraria. Analisi di un caso pilota su dati secondari e attraverso interviste semi-strutturate relative al Distretto del Prosecco Doc. Risultati : attraverso le tre domande di ricerca si affronta un percorso analitico che consente di identificare chiaramente il contesto scientifico di riferimento e che rappresenta la necessaria premessa per far emergere una tematica attuale e per affrontare un caso empirico (frutto di un venturo lavoro in corso di elaborazione) con l’ausilio di strumenti analitici completi. Limiti della ricerca : parziale applicazione della “lettura integrata” dei distretti al solo ambito economico-agrario. Necessita di applicare la logica della lettura integrata anche ad altre visioni idiosincratiche (ad es. economico culturale, pianificazione-urbanistica, processi di innovazione). Implicazioni pratiche : dopo aver presentato il quadro teorico di riferimento e (attraverso l’analisi del fenomeno distrettuale con il concorso tanto della prospettiva economico-manageriale quanto dell’ottica economico-agraria), si affronta il distretto del Prosecco per comprendere se la nuova ridefinizione dei confini possa attivare differenti dinamiche di governance che potrebbero far emergere nuove configurazioni distrettuali. Originalita del paper : in letteratura si avverte la carenza di contributi che analizzino il fenomeno distrettuale di ‘matrice primaria’ in prospettiva manageriale.