Cultural Mediation for Museums: Driving Audience Engagement

This book presents an innovative application of strategic and experiential marketing in the museum sector, which uses a new cultural mediation model to enrich the visitor experience via increased audience engagement.

Leveraging a case study of the National Gallery of Modern and Contemporary Arts in Rome, the book helps readers understand how to apply marketing management to cultural mediation, enabling museums to segment the visitors' market to drive improvements to arts accessibility and engagement. By running a comprehensive and multi-method research project, the authors propose a customized cultural mediation model to support museums in facing the current challenges and build their future. By adopting the model presented in this volume, museums will not only be able to learn how to segment the visitors' market and design cultural mediation able to enrich the visitor experiences; readers will also learn how to invest, manage, hire, and train staff members devoted to this service, resulting in more engaging and successful experiences.

This book will be a valuable resource for educational services offices at museums worldwide. This book will also be of interest to researchers, academics and scholars carrying out research in the fields of museum management, cultural mediation and communication, and marketing.