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Cultural Mediation for Museums

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arts accessibility strategies
audience development research
Audience Development Strategy
Audience Engagement
Category=GLZ
Category=KC
Category=KJS
Category=SCG
Category=WTHM
Communication
Consensus Map
Creative Industries
Cultural Industries
Cultural Mediation
Designer Mediator
Di Ripetta
educational programme evaluation
Educator Mediator
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_sports-fitness
eq_travel
European Educational Programmes
experiential marketing museums
Expert Visitor
Gallery Management
Guide Mediator
ICOM's Definition
ICOM’s Definition
Leadership
Louvre Abu Dhabi
Management
Museum Cultural
Museum Visit Experience
museum visitor segmentation
Museum's Exhibition Spaces
Museum’s Exhibition Spaces
National Gallery
Nostalgia Proneness
Organizations
Passionate Visitor
Pre-Visit Stage
Reina Sofia
staff training museums
strategic cultural mediation model
Transformative Learning
Transformative Museum
Visitor Experience
Visitor Profiles
Visitor's Point
Visitors

Product details

  • ISBN 9781032403694
  • Weight: 410g
  • Dimensions: 138 x 216mm
  • Publication Date: 31 Jan 2023
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

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.
About

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.