Publications

Authors:

Baratta, Rossella; Bonfanti, Angelo; Cucci, Mariagrazia; Simeoni, Francesca

Title:

Enhancing cultural tourism through the development of memorable experiences: the “Food Democracy Museum” as a phygital project

Year:

2022

Type of item:

Articolo in Rivista

Tipologia ANVUR:

Articolo su rivista

Language:

Inglese

Format:

Elettronico

Referee:

Sì

Name of journal:

Sinergie

ISSN of journal:

0393-5108

N° Volume:

40

Number or Folder:

1

Page numbers:

213-236

Keyword:

cultural tourism experience design, social entrepreneurship, digitalization, value co-creation, multi-stakeholder approach, innovation

Short description of contents:

Frame of the research: Because of increasing global competition and the devastating impact of the COVID-19 pandemic, tourism service providers need to understand how cultural tourism can be enhanced locally through the development of memorable cultural tourism experiences. Purpose of the paper: The study aims to examine how to enhance local cultural tourism through the development of memorable experiences. Specifically, it identifies dimensions and triggers of memorable experiences in cultural tourism from the experience provider perspective. Methodology: The study follows a qualitative approach, involving an in-depth case-study analysis. The Food Democracy Museum (FDM) - a diffused and digital museum aimed at the valorization of the cultural heritage of the historical center of Verona city - was examined as a single case study. Interviews with various stakeholders were carried out and analyzed via content analysis with NVivo software. Findings: The FDM project contributes to develop memorable experiences in cultural tourism through the following dimensions: significance of the experience, authenticity, engagement, cultural exchange, culinary attraction, quality of service, and experience sharing. Social entrepreneurship supports digitalization, value co-creation, and multi-stakeholder approach as triggers of such experiences. Research limitations: Limitations include the use of a qualitative research method (single case study) and consideration of only the experience provider perspective. Thus, generalizations need to be treated with caution. Practical implications: Experience has to be enriched by significance, authenticity, engagement, cultural exchange, culinary attraction, quality of service, and sharing both offline and online. SMEs can invest both in staff training to educate employees about aspects of service quality and local cultural tourism aspects, and in technology—which does not need to be expensive. Originality of the study: The proposed model can be used as a reference point to improve memorable experiences in cultural tourism, while the FDM project can be adapted and replicated in other local areas.

Note:

Food Democracy Museum project is funded by the European Social Fund in pursuance dated DGR n. 254 dated March 2nd, 2020 “Il lavoro si racconta. Botteghe e Atelier aziendali. Itinerari di scoperta dei patrimoni d’impresa” ("Work tells about itself. Workshops and Business Ateliers. Itineraries for the discovery of business heritage") promoted by the Veneto Region.

Product ID:

125327

Handle IRIS:

11562/1060025

Last Modified:

November 15, 2022

Bibliographic citation:

Baratta, Rossella; Bonfanti, Angelo; Cucci, Mariagrazia; Simeoni, Francesca, Enhancing cultural tourism through the development of memorable experiences: the “Food Democracy Museum” as a phygital project «Sinergie» , vol. 40 , n. 1 , 2022 , pp. 213-236

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