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EXPLORING THE CULTURAL HERITAGE EXPERIENCE IN THE EUROPEAN UNION
Abstract
Statistical data on involvement in cultural heritage in the European Union countries illustrates a moderate or fairly modest level. Europeans tend to be less interested in discovering and enjoying cultural heritage, as well as in participating in cultural events and activities, purchasing cultural goods or services, and, in overall terms, having a cultural experience. Public opinion polls have already identified several barriers that affect involvement in cultural heritage such as lack of interest and time, costs or lack of information, or even limited choice or poor quality of cultural heritage sites or activities. But what if the reason for this modest involvement is the less satisfactory experience of cultural heritage consumers? The paper advances and discusses, under a cultural marketing perspective, the content of the cultural heritage experience and measures it, at the level of the European Union, using data on cultural heritage access and participation included in the dedicated Special Eurobarometer of the European Commission.
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