Handbook of Research on. E-Relationship Marketing and

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1 Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives Lucia Aiello Universitas Mercatorum, Italy A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series BUSINESS SCIENCE Refereno& An Imprint of IGI Global

Italy A volume in the Advances in Marketing, Customer Relationship Management,

2 Table of Contents Forward Preface Acknowledgment xviii xxii xxx Section 1 Cultural Product: Management Chapter 1 The Cultural Product: Integration and Relational Approach 1 Claudia Cacia, University ofsalerno, Italy Chapter 2 Cultural Product Management from Environment to Territorial Context: Configuration of the Main Relationships 22 Maria Antonella Fern, Universitas Mercatorum, Italy Gandolfo Dominici, University of Palermo, Italy Gianpaolo Basile, University ofsalerno, Italy Chapter 3 The Cultural Relationship Management: Case Study "Sassi of Matera" 41 Lucia Aiello, Universitas Mecatorum, Italy Salvatore Ferri, University ofnaples "Parthenope," Italy Chapter 4 Resource Integration and Value Co-Creation in Cultural Heritage Management 58 Sergio Barile, Sapienza University ofrome Marialuisa Saviano, University ofsalerno, Italy

Dominici, University of Palermo, Italy Gianpaolo Basile, University ofsalerno, Italy Chapter 3 The Cultural Relationship Management: Case Study "Sassi of Matera" 41 Lucia Aiello, Universitas

3 Chapter 5 The Assessment of Cultural Experience through the Measurement of Cross-Cutting Skills: The Giffoni Experience Case Study 83 Carmen Gallucci, University ofsalerno, ltaly Piera Bellelli, University ofsalerno, ltaly Giuliana Saccä, University ofsannio, ltaly Feiice Addeo, University of Salerno, ltaly Chapter 6 Cultural Sponsorship and Entrepreneurial Mistrust 113 Fabio Severino, University ofrome La Sapienza, ltaly Chapter 7 The Relationships between Cultural Institutions and Companies: From Donations to Strategie Partnerships 126 Alfonso Siano, University ofsalerno, ltaly Mario Siglioccolo, University ofsalerno, ltaly Carmela Tuccillo, University ofsalerno, ltaly Francesca Conte, University ofsalerno, ltaly Chapter 8 Museum Communication: Towards a Framework for Resource-Holder Relations Management 151 Alfonso Siano, University ofsalerno, ltaly Mario Siglioccolo, University ofsalerno, ltaly Carmela Tuccillo, University ofsalerno, ltaly Francesca Conte, University of Salerno, ltaly Section 2 Cultural Product: Internet Perspective Chapter 9 Digital Resources and Approaches Adopted by User-Centred Museums: The Growing Impact of the Internet and Social Media 181 Ludovico Solima, Second University ofnaples, ltaly Chapter 10 Open, User, and Smart Innovation in Cultural Firms Valentina Deila Corte, University Federico II ofnaples, ltaly 200

University ofrome La Sapienza, ltaly Chapter 7 The Relationships between Cultural Institutions and Companies: From Donations to Strategie Partnerships 126 Alfonso Siano, University ofsalerno, ltaly

4 Chapter 11 The Culture on the Palm of Your Hand: How to Design a User Oriented Mobile App for Museums 225 Federica Palumbo, Business Systems Laboratory, Italy & Sapienza University ofrome, Italy Gandolfo Dominici, Business Systems Laboratory, Italy & University of Palermo, Italy Gianpaolo Basile, Business Systems Laboratory, Italy < University ofsalerno, Italy Chapter 12 From Accounting to Accountability at the Virtual Museums in Pompeii and Herculaneum: The Role of ICT and Social Reporting towards the Financial Sustainability of Archaeological Heritage Conservation and Usability over Time 245 Paolo Esposito, University ofpiemonte Orientale, Italy Chapter 13 Reconciling Social Media with Luxury Fashion Brands: An Exploratory Study 257 Wilson Ozuem, University of Gloucestershire, UK Kerri Tan, University of Wales, UK Sectio«3 Cultural Product: Accessible Perspective Chapter 14 A Business Model for Accessible Tourism 287 Maria Antonella Ferri, Universitas Mercatorum, Italy Chapter 15 Web 2.0 Model in Cultural Organization: Case Study Peepul 303 Chapter 16 The Disability Marketing and the Cultural "Product": Italian Experience and Propositions for International Contexts 321 Guido Migliaccio, University ofsannio, Italy Section 4 Cultural Product: Tourism Perspective Chapter 17 A New Frontier in the Satisfaction of the Cultural Tourist: The QR Code 348 Giuseppe Tardivo, University of Turin, Italy Angela Scilla, University of Turin, Italy Milena Viassone, University of Turin, Italy

Accountability at the Virtual Museums in Pompeii and Herculaneum: The Role of ICT and Social Reporting towards the Financial Sustainability of Archaeological Heritage Conservation and Usability over

5 Chapter 18 Creative Tourism and Cultural Heritage: A New Perspective 367 Enrico Bonetti, Second University ofnaples, ltaly Michele Simoni, University ofnaples "Parthenope," ltaly Raffaele Cercola, Second University of Naples, ltaly Chapter 19 E-Relationship for Web-Based Tourism Promotion: A Review of Literature 396 Arunasalam Sambhanthan, University of Portsmouth, UK Alice Good, University of Portsmouth, UK Compilation of References 416 About the Contributors 474 Index 484