Cultural Summit II Work Book

OklahomaFeasibility study sInstitute of Museum and Library Service

Personalization in cultural heritage: the road travelled and the one ahead

Over the last 20 years, cultural heritage has been a favored domain for personalization research. For years, researchers have experimented with the cutting edge technology of the day; now, with the convergence of internet and wireless technology, and the increasing adoption of the Web as a platform for the publication of information, the visitor is able to exploit cultural heritage material before, during and after the visit, having different goals and requirements in each phase. However, cultural heritage sites have a huge amount of information to present, which must be filtered and personalized in order to enable the individual user to easily access it. Personalization of cultural heritage information requires a system that is able to model the user (e.g., interest, knowledge and other personal characteristics), as well as contextual aspects, select the most appropriate content, and deliver it in the most suitable way. It should be noted that achieving this result is extremely challenging in the case of first-time users, such as tourists who visit a cultural heritage site for the first time (and maybe the only time in their life). In addition, as tourism is a social activity, adapting to the individual is not enough because groups and communities have to be modeled and supported as well, taking into account their mutual interests, previous mutual experience, and requirements. How to model and represent the user(s) and the context of the visit and how to reason with regard to the information that is available are the challenges faced by researchers in personalization of cultural heritage. Notwithstanding the effort invested so far, a definite solution is far from being reached, mainly because new technology and new aspects of personalization are constantly being introduced. This article surveys the research in this area. Starting from the earlier systems, which presented cultural heritage information in kiosks, it summarizes the evolution of personalization techniques in museum web sites, virtual collections and mobile guides, until recent extension of cultural heritage toward the semantic and social web. The paper concludes with current challenges and points out areas where future research is needed

“Rafiki Kahawa Shamba”: Developing “coffee tourism” in organic coffee farm to support local economic development in Tanzania

Final paper submitted to: AD650 Economic Development via Tourism in Developing World: Tanzania, Spring, 2017, Professor Samuel Mendlinger. Assignment #3: New Tourism Service for Tanzania

The evolution of networks and interaction in the co-creation of value : a case study of the development of a city museum

Vargo and Lusch (2004) proposed that marketing is moving to a new dominant logic where service is exchanged for service. Central to their proposal were eight foundational premises (Vargo and Lusch, 2004), subsequently extended to ten (Vargo and Lusch, 2008a). Key amongst them are: service is deemed to be the fundamental basis of exchange (FP1); operant resources are the fundamental source of competitive advantage (FP4); the customer is always a co-creator of value (FP6); the enterprise can only offer value propositions, it cannot deliver value (FP7); value creation occurs in networks through actors who are resource integrators (FP9); and value itself is ‘idiosyncratic, experiential, contextual and meaning-laden’ (FP10) (Vargo and Lusch, 2008a, p.375). Much discussion on S-D logic has focused on developing this theoretical context (see for example: Lusch and Vargo, 2006, 2009; Vargo and Lusch, 2008b, 2008c; Gummesson, Lusch, Vargo, 2010; Brodie et al., 2011). Alongside this, the debate has developed through studies which explore how the tenets of S-D logic operate in practical contexts such as financial services (Auh et al., 2007), art experiences (White, Hede and Rentschler, 2009), opera (Lund, 2010), the travel industry (Fyrberg and Juriado, 2009), electronic services (Blazevic and Lievens, 2008) and the Harry Potter phenomenon (Brown and Patterson, 2009) amongst others. Central to much of this work is the effort to understand how value is cocreated within varying contexts. Of particular interest to the current research is the work of Fryberg and Juriado (2009) who highlight the importance of networks in the co-creation of value, paying particular attention to the importance of interaction between network actors. Further, defining value and value propositions has received increasing attention (Gronroos, 2008; Kowalkowski, 2011). Through a case study of the Cardiff Story, a new museum for the people of Cardiff, this paper builds on previous work on S-D logic by exploring how networks and interaction evolve over time and the role they play in the evolving nature of value co-creation. The unique site of the work, the development from inception of a city museum, allows us to explore S-D logic in the public sector while taking into consideration the specific nature of arts and heritage in that context. The paper begins by reviewing pertinent S-D logic constructs to provide context for the current work. The methods section details the research position adopted before providing a justification for the single case study nature of this work. Context for the Cardiff Story is provided before the data collection methods are outlined. Findings are subsequently discussed before a conclusion is offered and areas for future research outlined

Education and Museum: Cultural Heritage and learning

Project description supported by Erasmus Plus KA2- The project proposal is connected to the promotion of initiatives, starting in primary school, for using ICT, the open educational resources and digital resources of cultural heritage for the improvement science learning. The experience and result