Cultural Mediation for Museums

Driving Audience Engagement

Michela Addis (University of Rome, Italy), Isabella de Stefano, Valeria Guerrisi

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English

Routledge
26 August 2024

Encyclopaedias & reference works; Museums & museology; Management & management techniques

Series: Routledge Focus on the Global Creative Economy

This book presents an innovative application of strategic and experiential marketing in the museum sector, which uses a new cultural mediation model to enrich the visitor experience via increased audience engagement.

Leveraging a case study of the National Gallery of Modern and Contemporary Arts in Rome, the book helps readers understand how to apply marketing management to cultural mediation, enabling museums to segment the visitors’ market to drive improvements to arts accessibility and engagement. By running a comprehensive and multi-method research project, the authors propose a customized cultural mediation model to support museums in facing the current challenges and build their future. Our model supports museums in segmenting the visitors’ market and designing cultural mediation for enriched visitor experiences; readers will also learn how to invest, manage, hire, and train staff members devoted to this service, resulting in more engaging and successful experiences.

This book will be a valuable resource for educational services offices at museums worldwide. This book will also be of interest to researchers, academics, and scholars carrying out research in the fields of museum management, cultural mediation and communication, and marketing.

Edited by: Michela Addis (University of Rome Italy), Isabella de Stefano, Valeria Guerrisi
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 210g
ISBN: 9781032403700
ISBN 10: 1032403705
Series: Routledge Focus on the Global Creative Economy
Pages: 96
Publication Date: 26 August 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Michela Addis is Full Professor in Business Administration and Management at Università di Roma Tre, Italy. Isabella de Stefano is an Art Historian and Head of Communication and Education at the National Gallery of Modern and Contemporary Art in Rome. Valeria Guerrisi is an Architect and Research Fellow at the Center of Excellence – Cultural Technological District of Lazio Region, Italy.