Cerveteri and the Etruscans: knowing the public to promote the UNESCO site
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This work wants to show the methodology and results about a survey made
in 2011 on the real and potential audience of the archaeological site La Banditaccia
and the Archaeological Museum of Cerveteri (Rome's area). They were
object of a marketing institutional plan inside the big one «Distretto tecnologico
per i beni e le attività culturali» of Latium. Primary goal of the survey was
come off a guide line to have a new style of archaelogical cultural marketing.
Crossing data set collected by different audience assessment (real, potential and
latent) with other domestic driver (supply, external impact, general tourism
regional trends, etc.), we have obtained many suggestions useful to plan an
effectiveness model of archaeological area economic development.