ABSTRACT

Chapter 6 examines the contribution of cultural tourism flows generated by museums to local development, in light of the recent reorganisation of the Italian museum system. To this end, the chapter analyses three very different cases in terms of governance model, geographical location and socio-economic context: the Pinacoteca di Brera, the National Archaeological Museum of Taranto (MArTA) and the RavennAntica Foundation (responsible for managing part of the cultural heritage of the municipality of Ravenna, including some museums). The survey considers management aspects of the three cases, including their strategic objectives and commercial development and promotion strategies, as well as the results they have achieved from these strategies. Information collected are then cross-referenced with statistical data from external sources to show how each of the three cases conceives cultural tourism and exploits its potential to generate a positive impact on the local economy.