Italian corporate museums as industrial tourism destinations: А segmentation study based on strategic orientation

Abstract

The main aim of this study is to propose a segmentation of Italian corporate museums, based on their strategic orientation and their actual willingness to cooperate with other local stakeholders in order to enhance industrial tourism in the area. The study is based on empirical data collected from 88 Italian museums belonging to private firms. A cluster analysis was used to identify three different groups of corporate museums, shedding light on the diverse role played as platforms from which firms may directly communicate with tourists and other stakeholders. The results of the study demonstrate the high heterogeneity of corporate museums, whose strategic priorities and orientation may vary significantly. Such variety has relevant implications for their potential role in the enhancement of the tourist attractiveness of the area.