The visiting experience of a cultural city in the experiential perspective: the case of Urbino
Abstract
This work aims to: 1) explore the experiential dimensions of visiting a cultural city, through the Pine and Gilmore model (1999) and 2) understand whether the experiential components vary depending on the socio-demographic and behavioral characteristics of the respondents, the perception of the quality of the basic services and the hospitality of the residents. To this end, a preliminary study was undertaken, based on data collected for a previous research on tourism in Urbino. The main research findings suggest that the positive experience of visiting Urbino is mainly linked to the experiential components of the aesthetic type, while the negative aspects of the tourist experience derive from the lack of basic services. Concerning the perception of the experiencescape components, three findings emerge: 1) the sociodemographic and behavioral profile of tourists does not affect the perception of the experiential dimensions; 2) the perception of the quality of tourist services affects the intensity of the experiential components; 3) the lack of hospitality affects the perception of the experiential dimensions connected to aesthetics.
Il lavoro ha lo scopo di: 1) esplorare le dimensioni esperienziali della visita di una città d’arte utilizzando il modello proposto da Pine e Gilmore nel 1999; 2) capire se le componenti esperienziali che caratterizzano l’esperienza turistica di visita di una città culturale variano in base alle caratteristiche socio-demografiche e comportamentali degli intervistati, alla percezione della qualità dei servizi di base e all’ospitalità dei residenti. A tale scopo, è stato condotto uno studio preliminare basato sui dati raccolti per una precedente ricerca sul turismo di Urbino. I principali risultati di questa ricerca suggeriscono che l’esperienza di visita culturale di Urbino è legata in particolare alle componenti esperienziali di tipo estetico, mentre gli aspetti negativi dell’esperienza del visitatore nascono in relazione alla carenza dei servizi di base. Con riferimento alle relazioni con le componenti dell’experiencescape emerge che: 1) il profilo sociodemografico e comportamentale dei turisti non incide sulla percezione delle dimensioni esperienziali; 2) la percezione della qualità dei servizi turistici incide sull’intensità delle componenti esperienziali; 3) la mancanza di ospitalità incide sulla percezione delle dimensioni esperienziali connesse all’estetica.
Full Text
PDF (English)Riferimenti bibliografici
Addis M., Holbrook M.B. (2001), On the conceptual link between mass customization and experiential consumption: an explosion of subjectivity, «Journal of Consumer Behavior», 1, n. 1, pp. 50-66, https://doi.org/10.1002/cb.53.
Adhikari A., Bhattacharya S. (2016), Appraisal of literature on customer experience in tourism sector: review and framework, «Current Issues in Tourism», 19, n. 4, pp. 296-321, https://doi.org/10.1080/13683500.2015.1082538.
Brida J.G., Dalle Nogare C., Scuderi R. (2017), Learning at the museum: Factors influencing visit length, «Tourism Economics», 23, n. 2, pp. 281-294, https://doi.org/10.1177/1354816616656249.
Campos A.C., Mendes J., Valle P.O.D., Scott N. (2018), Co-creation of tourist experiences: A literature review, «Current Issues in Tourism», 21, n. 4, pp. 369-400, https://doi.org/10.1080/13683500.2015.1081158.
Cerquetti M. (2016), More is better! Current issues and challenges for museum audience development a literature review, «ENCATC Journal of Cultural Management and Policy», n. 6, pp. 30-43.
Conti E., Pencarelli T., Guerra A., Farano M. (2016), Indagine sui caratteri e sul comportamento di consumo culturale dei turisti di Urbino, Research report commissioned by the Direction of the National Gallery of the Marche to the University of Urbino Carlo Bo.
Conti E., Pencarelli T., Vesci M. (2017), Museum visitors’ segmentation in the experiential perspective, value co-creation and implications for museums and destinations: evidence from Italy, Proceedings of the Heritage, Tourism and Hospitality International Conference HTHIC 2017 (Pori, Finland, 27-29 September 2017), Pori: publication of Turku School of Economics, Pori Unit, pp. 21-34.
Correia A., Kozak M., Ferradeira J. (2013), From tourist motivations to tourist satisfaction, «International Journal of Culture, Tourism and Hospitality Research», 7, n. 4, pp. 411-424, https://doi.org/10.1108/IJCTHR-05-2012-0022.
Di Pietro L., Guglielmetti Mugion R., Mattia G., Renzi M.F. (2015), Cultural heritage and consumer behaviour: a survey on Italian cultural visitors, «Journal of Cultural Heritage Management and Sustainable Development», 5, n. 1, pp. 61-81, https://doi.org/10.1108/JCHMSD-03-2013-0009.
du Cros H., McKercher B. (2014), Cultural Tourism, London: Routledge.
Falk J.H., Ballantyne R., Packer J., Benckendorff P. (2012), Travel and learning: A neglected tourism research area, «Annals of Tourism Research», 39, n. 2, pp. 908-927, https://doi.org/10.1016/j.annals.2011.11.016.
Falk J.H., Dierking L.D. (2018), Learning from Museums, Lanham: Rowman & Littlefield.
Forlani F., Buratti A., Pencarelli T. (2018), Experiential Perspective in Management Literature: A Systematic Review, in The Experience Logic as a New Perspective for Marketing Management, edited by T. Pencarelli, F. Forlani, Cham: Springer, pp. 15-42, https://doi.org/10.1007/978-3-319-77550-0.
Fornerino M., Helme-Guizon A., de Gaudemaris C. (2006), Mesurer l’immersion dans une expérience de consommation: Premiers développements, Proceedings of the XXI Congress of the AFM (Nantes, May 2006).
Galí-Espelt N. (2012), Identifying cultural tourism: a theoretical methodological proposal, «Journal of Heritage Tourism», 7, n. 1, pp. 45-58, https://doi.org/10.1080/1743873X.2011.632480.
Galvagno M., Dalli D. (2014), Theory of value co-creation: a systematic literature review, «Managing Service Quality», 24, n. 6, pp. 643-683, https://doi.org/10.1108/MSQ-09-2013-0187.
Gentile C., Spiller N., Noci G. (2007), How to Sustain Customer Experience: An Overview of Experience Components that Co-create Value with the Customer, «European Management Journal», 25, n. 5, pp. 395-410, https://doi.org/10.1016/j.emj.2007.08.005.
Goldstein S.M., Johnston R., Duffy J., Rao J. (2002), The service concept: the missing link in service design research?, «Journal of Operations Management», 20, n. 2, pp. 121-134, https://doi.org/10.1016/S0272-6963(01)00090-0.
Hayllar B., Griffin T., Edwards D. (2008a), Urban tourism precincts: Engaging with the Field, in City spaces, tourist places: Urban tourism precincts, edited by B. Hayllar, T. Griffin, D. Edwards, Amsterdam: Butterworth-Heinemann, pp. 3-18.
Hayllar B., Griffin T., Edwards D., eds. (2008b), City spaces, tourist places: Urban tourism precincts, Amsterdam: Butterworth-Heinemann.
Holbrook M.B., Hirschman E.C. (1982), The experiential aspects of consumption: Consumer Fantasy, feelings and fun, «Journal of Consumer Research», 9, n. 2, pp. 132-140, http://dx.doi.org/10.1086/208906.
Homburg C., Jozić D., Kuehnl C. (2015), Customer experience management: toward implementing an evolving marketing concept, «Journal of the Academy of Marketing Science», 45, n. 3, pp. 377-401, https://doi.org/10.1007/s11747-015-0460-7.
Hosany S., Witham M. (2010), Dimensions of Cruisers’ Experiences, Satisfaction, and Intention to Recommend, «Journal of Travel Research», 49, n. 3, pp. 351-364, https://doi.org/10.1177/0047287509346859.
Jain R., Aagja J., Bagdare S. (2017), Customer experience–a review and research agenda, «Journal of Service Theory and Practice», 27, n. 3, pp. 642-662, https://doi.org/10.1108/JSTP-03-2015-0064.
Kim H., Choi B. (2013), The Influence of Customer Experience Quality on Customers’ Behavioral Intentions, «Service Marketing Quarterly», n. 34, pp. 322-338, https://doi.org/10.1080/15332969.2013.827068.
Klaus P., Maklan S. (2013), Towards a better measure of customer experience, «International Journal of Market Research», 55, n. 2, pp. 227-246, https://doi.org/10.2501/IJMR-2013-021.
KPMG, Nunwood (2017), L’era della customer experience. Come i brand creano experience di eccellenza: le dinamiche del mercato italiano, «Harvard Business Review Italia», n. 6, Supplemento, pp. 10-18.
Kranzbühler A.M., Kleijnen M.H., Morgan R.E., Teerling M. (2018), The multilevel nature of customer experience research: an integrative review and research agenda, «International Journal of Management Reviews», 20, n. 2, pp. 433-456, https://doi.org/10.1111/ijmr.12140.
LaSalle D., Britton T.A. (2003), Priceless: Turning ordinary products into extraordinary experiences, Boston: Harvard Business School Press.
Lemke F., Clark M., Wilson H. (2011), Customer experience quality: an exploration in business and consumer contexts using repertory grid technique, «Journal of the Academy of Marketing Science», 39, n. 6, pp. 846-869, http://dx.doi.org/10.1007/s11747-010-0219-0.
Lemon K.N., Verhoef P.C. (2016), Understanding customer experience throughout the customer journey, «Journal of marketing», 80, n. 6, pp. 69-96, https://doi.org/10.1509/jm.15.0420.
Liu Y.-D., Lin C.-F. (2011), The Development of Cultural Tourism: A Review of UK Experience, «Tourismos: An International Multidisciplinary Journal of Tourism», 6, n. 2, pp. 363-376.
Maklan S., Klaus P. (2011), Customer experience: are we measuring the right things?, «International Journal of Market Research», 53, n. 6, pp. 771-772, https://doi.org/10.2501/IJMR-53-6-771-792.
Mason M.C., Moretti A., Raggiotto F., Paggiaro A. (2019), Conceptualizing triathlon sport event travelers’ behavior, «Tourismos: An International Multidisciplinary Journal of Tourism», 1, n. 14, pp. 95-118.
Mehmetoglu M., Engen M. (2011), Pine and Gilmore’s concept of experience economy and its dimensions: An empirical examination in tourism, «Journal of Quality Assurance in Hospitality & Tourism», 12, n. 4, pp. 237-255, https://doi.org/10.1080/1528008X.2011.541847.
Meyer C., Schwager A. (2007), Understanding customer experience, «Harvard business review», 85, n. 2, pp. 116-126.
Milman A., Zehrer A., Tasci A.D. (2017), Measuring the components of visitor experience on a mountain attraction: the case of the Nordkette, Tyrol, Austria, «Tourism Review», 72, n. 4, pp. 429-447, .
Muñoz-Leiva F., Viedma-del-Jesús M.I., Sánchez-Fernández J., López-Herrera A.G. (2012), An application of co-word analysis and bibliometric maps for detecting the most highlighting themes in the consumer behavior research from a longitudinal perspective, «Quality & Quantity», 46, n. 4, pp. 1077-1095, https://doi.org/10.1007/s11135-011-9565-3.
Musa G., Mohammad I., Thirumoorthi T., Moghavvemi S., Kasim A. (2015), Exploring visitors’ experience using strategic experiential modules (SEMs): the case of Zoo Negara, Kuala Lumpur, «International Journal of Tourism Cities», 1, n. 3, pp. 234-253, https://doi.org/10.1108/IJTC-08-2014-0012.
O’Dell T. (2007), Tourist experiences and academic junctures, «Scandinavian Journal of Hospitality and Tourism», 7, n. 1, p. 34-45, https://doi.org/10.1080/15022250701224001.
Oh H., Fiore A.M., Jeoung M. (2007), Measuring experience economy concepts: Tourism applications, «Journal of Travel Research», 46, n. 2, pp. 119-132, https://doi.org/10.1177/0047287507304039.
Parasuraman A., Zeithaml V.A., Berry L.L. (1988), SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality, «Journal of Retailing», n. 64, pp. 12-37.
Pencarelli T., Conti E., Splendiani S. (2015), The museum offering system from the experiential perspective: the National Gallery of the Marche case study, Proceeding of the Heritage, Tourism and Hospitality International Conference HTHIC 2015 (Amsterdam, 25-27 November 2015), Amsterdam: publication of CLUE+Research Institute, Vrije University of Amsterdam, pp. 179-190.
Pencarelli T., Conti E., Splendiani S. (2017), The experiential offering system of museums: evidence from Italy, «Journal of Cultural Heritage Management and Sustainable Development», 7, n. 4, pp. 430-448, https://doi.org/10.1108/JCHMSD-02-2017-0009.
Pencarelli T., Forlani F. (2016), Marketing of touristic districts – viable systems in the experience economy, «Sinergie Italian Journal of Management», 34, n. 101, pp. 199-238, https://doi.org/10.7433/s101.2016.12.
Pencarelli T., Forlani F. (2018a), The Experience Logic as a New Perspective for Marketing Management: From Theory to Practical Applications in Different Sectors, Cham: Springer, https://doi.org/10.1007/978-3-319-77550-0.
Pencarelli T., Forlani F. (2018b), Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic”, in The Experience Logic as a New Perspective for Marketing Management, edited by T. Pencarelli, F. Forlani, Cham: Springer, pp. 43-67, https://doi.org/10.1007/978-3-319-77550-0.
Perkins H.C., Thorns D.C. (2001), Gazing or Performing?: Reflections on Urry’s Tourist Gaze in the Context of Contemporary Experience in the Antipodes, «International Sociology», 16, n. 2, pp. 185-204, https://doi.org/10.1177/0268580901016002004.
Pine B.J., Gilmore J.H. (1998), Welcome to the experience economy, «Harvard business review», n. 76, pp. 97-105.
Pine B.J., Gilmore J.H. (1999), The Experience Economy. Work is Theatre & Every Business a Stage, Boston: Harvard Business School Press.
Ponsignon F., Durrieu F., Bouzdine-Chameeva T. (2017), Customer experience design: a case study in the cultural sector, «Journal of Service Management», 28, n. 4, pp. 763-787, https://doi.org/10.1108/JOSM-01-2017-0016.
Pullman M.E., Gross M.A. (2004), Ability of experience design elements to elicit emotions and loyalty behaviors, «Decision Sciences», n. 35, pp. 551-578, https://doi.org/10.1111/j.0011-7315.2004.02611.x.
Quadri-Felitti D., Fiore A.M. (2012), Experience economy constructs as a framework for understanding wine tourism, «Journal of vacation marketing», 18, n. 1, pp. 3-15, https://doi.org/10.1177/1356766711432222.
Radder L., Han X. (2015), An Examination Of The Museum Experience Based On Pine And Gilmore’s Experience Economy Realms, «The Journal of Applied Business Research», 31, n. 2, pp. 455-470, https://doi.org/10.19030/jabr.v31i2.9129.
Richards G. (1996), Production and consumption of European cultural tourism, «Annals of Tourism Research», 23, n. 2, pp 261-283, https://doi.org/10.1016/0160-7383(95)00063-1.
Richards G. (2011), Creativity and tourism: The state of the art, «Annals of tourism research», 38, n. 4, pp. 1225-1253, https://doi.org/10.1016/j.annals.2011.07.008.
Richards G. (2018), Cultural Tourism: A Review of recent research ad trends, «Journal of Hospitality and Tourism Management», 36, September, pp. 12-21, https://doi.org/10.1016/j.jhtm.2018.03.005.
Richards G., van der Ark L.A. (2013), Dimensions of cultural consumption among tourists: Multiple Correspondence Analysis, «Tourism Management», 37, pp. 71-76, https://doi.org/10.1016/j.tourman.2013.01.007.
Ritchie J.R.B., Tung V.W.S., Ritchie R.J.B. (2011), Tourism experience management research: emergence, evolution and future directions, «International Journal of Contemporary Hospitality Management», 23, n. 4, pp. 419-438, https://doi.org/10.1108/09596111111129968.
Roederer C., Filser M. (2018), Revisiting the museum experience, «Qualitative Market Research: An International Journal», 21, n. 4, pp. 567-587, https://doi.org/10.1108/QMR-01-2017-0002.
Russo A.P., Richards G. (2016), Reinventing the local in Tourism: Producing, Consuming, and Negotiating Place, Bristol: Channel View Publications, https://doi.org/10.1108/JTF-09-2017-061.
Schembri S. (2009), Reframing brand experience: The experiential meaning of Harley-Davidson, «Journal of Business Research», 62, n. 12, pp. 1299-1310, https://doi.org/10.1016/j.jbusres.2008.11.004.
Schmitt B.H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands, New York: The Free Press.
Schmitt B.H. (2003), Customer Experience Management: A revolutionary Approach to Connecting with Your Customer, New Jersey: Wiley and Sons.
Shamah R.A., Mason M.C., Moretti A., Raggiotto F. (2018), Investigating the antecedents of African fast food customers’ loyalty: A self-congruity perspective, «Journal of Business Research», n. 86, pp. 446-456, https://doi.org/10.1016/j.jbusres.2017.05.020.
Shaw C., Ivens J. (2005), Building Great Customer Experiences, New York: MacMillan, https://doi.org/10.1057/9780230554719.
Sheng C.W., Chen M.C. (2012), A study of experience expectations of museum visitors, «Tourism Management», 33, n. 1, pp. 53-60, https://doi.org/10.1016/j.tourman.2011.01.023.
Song H.J., Ahn Y.J., Lee C.K. (2015), Structural relationships among strategic experiential modules, emotion and satisfaction at the Expo 2012 Yeosu Korea, «International Journal of Tourism Research», 17, n. 3, pp. 239-248, https://doi.org/10.1002/jtr.1981.
Stickdorn M., Frischhut B. (2012), Service design and tourism: Case studies of applied research projects on mobile ethnography for tourism destinations, Norderstedt: Books on Demand.
Timothy D.J. (2011), Cultural Heritage and Tourism. An Introduction, Bristol, Tonawanda, North York: Channel View Publications.
Vargo S.L., Lush R.F. (2004), Evolving to a new dominant logic for marketing, «Journal of Marketing», 68, n. 1, pp. 1-17, https://doi.org/10.1509%2Fjmkg.68.1.1.24036.
Verhoef P., Lemon K.N., Parasuraman A., Roggerveen A., Tsiros M., Sclesinger L.A. (2009), Customer Experience Creation: Determinants, Dynamics and Management Strategies, «Journal of Retailing», 85, n. 1, pp. 31-41, https://doi.org/10.1016/j.jretai.2008.11.001.
Volo S. (2009), Conceptualizing Experience: A Tourist Based Approach, «Journal of Hospitality Marketing & Management», 18, n. 2-3, pp. 111-126, https://doi.org/10.1080/19368620802590134.
Voss C., Roth A.V., Chase R.B. (2008), Experience, Service Operations Strategy, and Services as Destinations: Foundations and Exploratory Investigation, «Production and Operations Management», 17, n. 3, pp. 247-266, https://doi.org/10.3401/poms.1080.0030.
Wearing L.S., Foley C. (2017), Understanding the tourist experience of cities, «Annals of Research», n. 65, pp. 97-107, http://dx.doi.org/10.1016/j.annals.2017.05.007.
Wearing B., Wearing S. (1996), Refocusing the tourist experience: The flâneur and the chorister, «Leisure Studies», 15, n. 4, pp. 229-243, https://doi.org/10.1080/026143696375530.
Walls A.R., Okumus F., Wang Y.R., Kwun D.J. (2011), An epistemological view of consumer experiences, «International Journal of Hospitality Management», 30, n. 1, pp. 10-21, https://doi.org/10.1016/j.ijhm.2010.03.008.
Yankholmes A., McKercher B. (2015), Understanding visitors to slavery heritage sites in Ghana, «Tourism Management», n. 51, pp. 22-32, https://doi.org/10.1016/j.tourman.2015.04.003.
Zeithaml V.A. (1988), Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, «Journal of Marketing», 52, n. 3, pp. 2-22, https://doi.org/10.1177/002224298805200302.
DOI: http://dx.doi.org/10.13138/2039-2362/2117
Copyright (c) 2020 IL CAPITALE CULTURALE. Studies on the Value of Cultural Heritage
edita dall'eum e gestita dall'Università di Macerata, Dipartimento di Scienze della formazione, dei beni culturali e del turismo, Sezione di Beni Culturali, piazzale Bertelli 1, 62100 Macerata, Italia.
Adotta specifiche politiche per la gestione e protezione dei dati.