the ‘invention’ of an asset:charlemagne in rome
TRANSCRIPT
The ‘invention’ of an asset:
Charlemagne in Rome
Anna Paterlini Richard Hodges
The American University of Rome
Tourism industry in Italy:
•In 2012 it had a total contribution of 11,7% of the GDP•In 2013 it was the 5th Largest Tourism Market in the World
(ONTIT, 2013)
(Euromonitor International, 2011)
Issues:
• Management of cultural resources as different from any other form of management•No efficiency•Strong historical government subsidization of culture•Lack of specialized competencies
Turning Charlemagne into as asset for Rome:
1.A story to tell2.A form to tell the story3.The sites to associate to the form and the story
4.Identify the organization5.Test the validity of the idea6.Review the proposal
“Rome after Rome: A Golden Renaissance
Follow Charlemagne through Medieval Rome”
1.The story: The Golden City2.The form: a web-based App
itinerary3.The sites: Einsiedeln Itinerary4.The organization: NGO5.The test: visitor survey
The Visitor Study:•English-speaking adults with an interest in archaeology/cultural heritage•Area surrounding the main Carolingian monuments still visible in Rome•Line-intercept sampling
•124 interviews with 95% confidence level and 8.8% margin of error
Have you heard of Charlemagne before?
65%
35%
YesNo
57%
43%YesNo
Did you know he was crowned Holy Roman Emperor in Rome?
What is your level of interest in Medieval Rome?
If you knew that Charlemagne is considered a founder of modern Europe, how interested would you be in knowing more about him?
42%
49%
8% 1%
Very interestedInterestedNot interestedNot at all interested
13%
57%
25%
5%
Very interestedInterestedNot interestedNot at all interested
Have you downloaded an app related to your visit to Rome?
Have you used it while walking around Rome?
33%
67%
YesNo
22%
78%
YesNo
18-24 25-34 35-44 45-54 55-64 65 and over
0
5
10
15
20
25
3
11
5 4 3 33
13
5 4 3 23
21
10
18
912
37 6 7 5 4
Dowloaded an appVia social mediaVia traditional websitesNone of the above
In the past 12 months, what of the following have you done to engage with cultural content
and institutions – if any?
What is the highest level of education you graduated from?
With whom are you travelling?
79%
21%
Graduate/post-graduateBelow
46%
43%
10% 2%With family With friends/adult relativesAloneOrganized tours
15%
14%
13%
7%6%5%
4%
4%
4%
28%FranceUSAUKItalyThe Netherlands AustraliaCanadaGermany SpainOther
Where do you live?
Summary:• Cultural management as business management•Efficiency, flexibility, probity• Self-subsidization and economic development (multiplier effect)•New capabilities and innovations
