A stakeholder perspective on heritage branding and digital communication

How does an archaeological museum understand its function in a digital environment? Consumer expectations are rapidly shifting, from what used to be a passive relationship with exhibition contents, towards a different one, in which interaction, individuality and proactivity define the visitor experience. This consumer paradigm is much studied in fast moving markets, where it provokes immediately measurable impacts. In other fields, such as tourism and regional development, the very heterogeneous nature of the product to be branded makes it near to impossible for only one player to engage successfully. This systemic feature implies that museums, acting as major stakeholders, often anchor a regional brand around which SME tend to cluster, and thus assume responsibilities in constructing marketable identities. As such, the archaeological element becomes a very useful trademark. On the other hand, it also emerges erratically on the Internet, in personal blogs, commercial websites, and social networks. This forces museums to enter as a mediator, authenticating contents and providing credibility. What might be called the digital pull factor poses specific challenges to museum management: what is to be promoted, and how, in order to create and maintain a coherent presence in social media? The underlying issue this paper tries to address is how museums perceive their current and future role in digital communication.

Ecotourism snorkelling routes at Marinha Beach (Algarve)

Coastal ecotourism is one of the fastest growing leisure industries in the world and snorkelling is emerging as an important beach-based activity. Snorkelling has the potential to enhance biodiversity conservation when developed within environmental education framework. The aim of this study was to implement and evaluate snorkelling routes, in the Algarve (South Portugal), as a sustainable ecotourism offer. To achieve these objectives, three snorkelling routes were established at the pristine Marinha beach. After the diving experience, a face-to-face questionnaire survey was conducted to collect information about individuals' opinions regarding the underwater routes, their social demographic characteristics, ecological appreciation, opinions about beach facilities and trip expenditures. The survey was undertaken during the summer months of 2008 and 2009, and 202 people were interviewed. Data was analysed using univariate and multivariate statistic methods. Most respondents perceived the existence of routes to be good for the preservation of the local biodiversity and reported this experience as "good" or "excellent". The only difference in perceptions was observed by visitor snorkelling in groups of more than two people. Interviewers consider that emergency support and sanitary facilities are the most important beach support infrastructures. Overall, these routes seem to be an effective tool for developing ecological awareness in tourists, as they enhance the preservation and the understanding of the marine coastal environment.

Expenditure pattern analysis of cultural tourists at World Heritage Sites: empirical evidence based on CHAID analysis

This study investigates tourists’ expenditure patterns in the city of Évora, a world heritage site (WHS) classified by UNESCO. The use of chi-squared automatic interaction detection (CHAID) was chosen, allowing the identification of distinct segments based on expenditure patterns. Visitors’ expenditure patterns have proven to be a pertinent element for a broader understanding of visitors’ behaviour at cultural destinations. Visitors’ expenditure patterns were revealed to be increasing within years studied.

Beyond pollinator reward: steps forward and knowledge gaps on the role of floral nectar in plant-animal interactions.

The work done within the framework of my PhD project has been carried out between November 2019 and January 2023 at the Department of Biological, Geological and Environmental Sciences of the University of Bologna, under the supervision of Prof. Marta Galloni and PhD Gherardo Bogo. A period of three months was spent at the Natural History Museum of Rijeka, under the supervision of Prof. Boštjan Surina. The main aim of the thesis was to investigate further the so-called pollinator manipulation hypothesis, which states that when a floral visitor gets in contact with a specific nectar chemistry, the latter affects its behavior of visit on flowers, with potential repercussions on the plant reproductive fitness. To the purpose, the topic was tackled by means of three main approaches: field studies, laboratory assessments, and bibliographic reviews. This research project contributes to two main aspects. First, when insects encounter nectar-like concentrations of a plethora of secondary metabolites in their food-environment, various aspects of their behavior relevant to flower visitation can be affected. In addition, the results I gained confirm that the combination of field studies and laboratory assessments allows to get more realistic pictures of a given phenomenon than the single approaches. Second, reviewing the existent literature in the field of nectar ecology has highlighted how crucial is to establish the origin of nectar biogenic amines to either confirm or reject the multiple speculations made on the role of nectar microbes in shaping plant-animal interactions.