by Tonino Pencarelli, Mara Cerquetti and Simone Splendiani

Marketing Places and Spaces. Shifting Tourist Flows, 5th Advances in Tourism Marketing Conference, Vilamoura (Portugal), October 2-4, 2013.

ABSTRACT

The theme of sustainability in museum management has not been sufficiently explored in the international literature as well as few museums are already involved in programs and activities to promote sustainable development (Civita, 2011; Museum Association, 2008).
Considering this gap, the purpose of this study is twofold. Firstly, to provide a conceptual model applying the principles of sustainable development to the enhancement of cultural heritage and, secondly, to analyze the case of Marche Region.
The field research aims both at analysing strengths and weaknesses of Regional Museum System and measuring museums’ sustainability orientation, according to the following questions:
– Do policies carried out by Marche Region contribute to the sustainable development of the Regional Diffused Museum System (Sistema Museo Diffuso)? Do these actions contribute to the competitiveness of Marche Region’s cultural attractions?
– Which is museums’ approach to environmental, social and economic sustainability? Which ecological measures have museums already adopted? Are museum networks able to achieve social and economic sustainability and promote new tourism flows?