Service innovation in management and valorization of cultural heritages

In front of globalization, in countries characterized by a variety of heritage resources, it is necessary to attract visitors flows through innovative solutions and formulas, able to relay sensations, emotions and experiences to add to cultural content. The aim of this article is to study innovation in cultural service, with specific attention to archeological sites. The chosen methodology regards the application of the main issues of strategic management, with particular reference to resource-based theory, to cultural heritage (more specifically archaeological) sites’ management. The adopted method consists of a longitudinal case studies’ analysis, based on data searching, analysis of the different marketing tools, interviews to managers, in order to verify the type and efficiency of the organization and the degree of innovation in its different aspects. The analysis is conducted on some cases in Mediterranean area and more specifically in Italy (Hercolaneum), Giordania (Petra) and Israel (Masada). These sites have been chosen for several reasons: - they are notorious at an International level; - they have significant visitors’ flows; - they are interesting examples of different offer’s proposals. Moreover, the theme of cultural heritage management, tools and cutting edge techniques applicable to organizations and territory evaluation through cultural activities is proposed. In fact, territory is the first partner, a source of event management for client who, taking part to it, becomes him/herself a value creator. Starting from archaeological ruins for example, virtual museums located near ruins aim at enriching local offer, at making visitors able to travel in the past, passing through homes, landscapes and history before visiting the real ruins themselves. Technological and innovative offer must be able to match the demand of specific advanced services, a demand which is interested in both functionalities and imaginary, creativity, and contents. Archeological sites have been examined in their International context, in order to evaluate the innovative process in cultural and tourist offer, with reference not only to visitor’s decision process but mainly to the phase of service delivery (in terms of quality and consequent customer satisfaction). The paper provides the first results of a wider research project. However, it gives some first relevant hints on the possible directions to follow in order to innovate cultural service, with specific attention to archeological sites. It does not represent a simple attempt to apply a managerial optic in service construction and delivery but is rather expression of an interdisciplinary approach, also consulting scholars in culture and archeology, trying to enrich the contents of managerial approach.