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EUROPEAN HERITAGE CONSUMERS AND THEIR INVOLVEMENT: A CULTURAL MARKETING PERSPECTIVE

Cultural heritage involvement and participation in the European Union are fairly modest: lack of interest, cost and lack of time are the main reasons, but the absence of a marketing vision also contributes to this overall limited cultural experience. Paper defines the heritage involvement under a cultural marketing perspective, based on the inclination to discover, explore, experience and enjoy, and advances a corresponding classification of the heritage consumers, at the level of the European Union, using data from the dedicated Special Eurobarometer of the European Commission.