The visiting experience of a cultural city in the experiential perspective: the case of Urbino

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2020-06-21

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https://doi.org/10.13138/2039-2362/2117

Autori

  • Emanuela Conti University of Urbino "Carlo Bo" Department of Economics, Society, Politics
  • Fabio Forlani Università di Urbino
  • Tonino Pencarelli University of Urbino "Carlo Bo" Department of Economics, Society, Politics

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.

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Biografie autore

Emanuela Conti, University of Urbino "Carlo Bo" Department of Economics, Society, Politics

Adjunct professor in Marketing and in Management of cultural organizations at the University of Urbino Carlo Bo (Italy). Her main research interests and recent publications concern: experiential marketing, cultural heritage management, luxury marketing and innovation management.She carries out consultancy activities for museums and for cultural organizations.

Fabio Forlani, Università di Urbino

Assistant professor in Tourism Marketing and Management at the University of Perugia (Italy). He is author of more than 20 scientific articles on the application of experience logic in the tourism market. He teaches experiential marketing and tourism marketing in University and professional courser. On the above mentioned topics, he carries out consultancy activities for tourism companies and for public administration.

Tonino Pencarelli, University of Urbino "Carlo Bo" Department of Economics, Society, Politics

Full Professor of Economics and Management of the Firms at University of Urbino Carlo Bo (Italy), where he teaches Economics and Management of the Firms and Corporate Strategies. He is Author of more than 150 publications of books and articles on national and international journals. He is Member of the board of director of Italian Marketing Society. The current interest of research are: Marketing and Management of Tourism and Services and Corporate Strategies.

Come citare

Conti, E., Forlani, F., & Pencarelli, T. (2020). The visiting experience of a cultural city in the experiential perspective: the case of Urbino. Il Capitale Culturale. Studies on the Value of Cultural Heritage, (21), 391–424. https://doi.org/10.13138/2039-2362/2117