Techniques for the promotion of the cultural heritage
In the past culture was regarded as part of the “public” heritage, but today it is becoming more and more of a “product” subject to the laws of the market. In this sense, cultural enterprises are undergoing great changes, due to a number of factors that have led to the rethinking of the role of marketing in this field. The objectives of cultural policies today - through a marketing-oriented approach to arts and culture in their widest sense - are far-reaching and regard both the traditional aspects of the preservation of the artistic and historical heritage and the accessibility and fruition of the heritage for a greater number of consumers. This vast range of objectives goes beyond preservation and safeguarding, to encompass the innovation processes that are afoot in this sector. In this sense, this project intends to train the professional figure of the cultural manager, i.e. the person in charge of communication and marketing activities for a cultural enterprise, who works in a cross-border context with the aim of enhancing its culture and tradition through the adoption of multimedia or hypermedia techniques. In the framework of this project special emphasis is placed on the definition of a common method to catalogue the cultural heritage both in Italy and Slovenia, which translates into the production of a multi-lingual and multimedia thesaurus.