The MIBACT – Ministry for Cultural Goods and Activities and Tourism – provides the 20 leading state museums, which recently acquired management independence, the Travel Appeal Index tool.
Rome, 20 January 2016 – In the current tourism scene, traditional word of mouth has moved to the web. The choice of destination and cultural activities is more and more being carried out online on the basis of reviews, conversations, comments, important information also for tourism and culture professionals, to understand the perception and intercept tourists’ desires.
Italian museums until today have been perceived positively by tourists, and this indicates that those who visit them are very satisfied by the experience. However, poor management is evident of the museums’ online channels, which heavily limits interaction with the public and the possibility of interpreting preferences and criticisms.
With this view, the Ministry for Cultural Goods and Activities and Tourism wanted to provide 20 independent state museums with a tool permitting monitoring and management of the museums’ digital image to understand both how they are perceived and how they communicate through their own web and social channels.
This is INDEX, a tool put in place by Travel Appeal, a company specialised in Big Data in tourism, which has become a reference point in the sector and, through proprietary technology and a proprietary algorithm, collects and analyses data on the destinations.
INDEX allows you to know in real time when someone is talking about the museum online or posts a new review, and each museum can see the most important information on the other 19 and use it as a parameter of reference and comparison. The MIBACT in turn can monitor the information on all the museums.
The project subtends a new desire for dialogue and interaction with visitors and an openness towards digital tools that contemporary tourists use in all phases of the cultural experience with the aim of understanding their needs and improving the general experience of the visit.