La identificación de motivaciones de los visitantes de los sitios arqueológicos
- Recuero Virto, Nuria 1
- Blasco López, Mª Francisca 1
- García de Madariaga, Jesús 1
- 1 Departamento de Comercialización e Investigación de Mercados Universidad Complutense de Madrid Campus de Somosaguas; Madrid, 28223
ISSN: 1131-6985
Year of publication: 2011
Issue: 21
Pages: 97-113
Type: Article
More publications in: Cuadernos de estudios empresariales
Abstract
Up until today archaeological sites have been cornered due to custodianship policies. Although archaeological sites were built up thousands of years ago, it is important they now have a commercial perspective that at first identifies consumers’ perceptions for after conceiving the commodification process. There has been a lack of customer orientation in the design of their public fitting out even though in the last decade visitor orientation has appeared to be of important relevance for the management of these heritage resources. The purpose of this paper is to recognize the main pull and push factors that induce visits to archaeological sites. It seeks to reveal how the identification of the motivation factors influences the conceptualization of a future “sustainable global value chain” for archaeological sites. This paper argues that if motivation factors are considered for the commodification process it will enable the sustainability of archaeological sites and therefore visitors’ satisfaction.