The Mediterranean Exchange of Archaeological Tourism has been confirmed for over twenty years as a place for dialogue and comparison between culture and business.And what better synthesis could have given substance to such a union, if not the collaboration with three prestigious universities, along an imaginary south-north axis, that puts international knowledge and skills at the service of a tourist segment so strongly tested by the restrictions imposed by the epidemiological emergency in progress?
Here is that, under the direction of Prof. Maria Teresa Cuomo of the Department of Economic Sciences and Statistics of the University of Salerno, an interesting research project is born, aimed at investigating the conditions for relaunching archaeological tourism.
And if the gaze is to be confidently turned to the future, then what preferential champion to involve in the study if not Millennials and Generation Z, today only partially “users” of the national artistic-cultural heritage, but a concrete driving target of tomorrow?
Research, in addition to the Macref - Management Laboratory of the Salerno University, is enriched by the scientific contribution of Criet - Interuniversity Research Center in Economics of the Territory of the University of Milan-Bicocca and the Marketing Department of Middlesex University in London, in interpreting the new behaviors that society has had to comply with in order to face the pandemic, demonstrates - data in hand to support the research model - that combining business, culture and heritage is not only possible, but necessary and necessary, finding valid allies in the new forms of virtual connection.
In their leap from a substitute for sociability to a pressing proposal for a bond, social media can become strategic emotional allies in preparing the ground for a "new deal" in archaeological tourism. It is an opportunity not to be missed - to put it in marketing terms, transforming a threat into an opportunity - also to set up a renewed communication of the territory's heritage, enhancing experiences of "increased physicality" able to fascinate new targets.
The questionnaire you are asked to answer by accessing the following linkhttps://forms.office.com/Pages/ResponsePage.aspx?id = 22cHw9o91E2KTQl9IsuZ06QBnHjetMlBnaQ24Kevy0lUMVlYSDFMUk5JNFVGUk4zMzJXS005M0taTy4u - anonymously and whose compilation takes only a few minutes - aims to understand, in general, which aspects are deemed relevant for the choice of visits to archaeological sites / areas / parks / museums and if and how priorities will change following the ongoing health emergency.
Leave a Reply