The paper Digital immersion in a Greek tomb: how a digital cultural experience can stimulate interest and development in a neighborhood. The case of Ipogeo dei Cristallini in Naples was presented during the 17th international conference of AIMAC, the International Association of Arts and Cultural Management, in Lisbon. AIMAC is an international network of professors, researchers and practitioners in arts and cultural management.
We would like to warmly thank Andrea Rurale and Antonella Carù of @unibocconi and Sara Martuscelli of Ipogeo dei Cristallini and @ieuniversity for their valuable academic contribution.
The paper aims to depict how the use of experiential marketing based on digital tool and approaches not only enhances the emotional dimension of cultural consumption but also serves as a significant way to overcome objective and physical limitations often encountered by small or hard-to-reach cultural sites. In this perspective, digital tools can be an opportunity to create better experiences, increase the visibility of these sites, facilitate inclusivity and create positive spill-over in the local economic and social contexts.
The full paper is published on our website in the section scientific contributions.
