A model for planning and managing experiential cultural products

The experience approach, generally proposed in the management of good and services, in literature has not been applied much in the analysis of cultural products, such as events, museums, etc. This work elaborates a useful model to design and manage cultural products in an experiential perspective, with the purpose of strengthening their competitiveness. The model has then been tested on three Italian cultural products whose cultural supplies have been built in the experiential perspective - a traditional art museum, a music festival, a virtual museum. The analysis of the three cultural products allows to show how cultural products that develop their supply system in an experiential view can achieve the competitive advantage in different ways. The paper contributes to the scientific debate on the Economy of Experience, with a focus on the cultural products. Furthermore, the proposed model provides a support for policy makers and operators who work in the field to plan, build, and manage competitive cultural products in an experiential perspective.