The role of Branded Museums in revitalizing tourism after disruption: a qualitative research

In a situation where different countries are nowadays competing on a shrank EU tourism market, patterns of distinctiveness should be explored by Italian destinations to increase tourists’ engagement and attractiveness. Accordingly, while Italy is recognized for its unique cultural offering and for Made in Italy, little attention has been dedicated to investigating features at the intersection between “cultural” and “shopping” tourism, two of the most relevant sources of tourism attraction in Italy. Hence, the role of Made in Italy Branded Museums might improve the attitude toward different Italian destinations and, consequently, the potential absolute flow of tourists. This study uses an explorative analysis with 88 qualitative semistructured interviews to European consumers to gain deeper insights into the relationship between the presence of a high-end fashion branded museum and the willingness to visit the place where it is located. We conclude by presenting an overarching model and identifying and connecting different antecedents to monitor and increase Italian cities’ overall attractiveness, willingness to visit and prolong the stay.