Enhancing cultural tourism through the development of memorable experiences: the “Food Democracy Museum” as a phygital project

Frame of the research: Because of increasing global competition and the devastating impact of the COVID-19 pandemic, tourism service providers need to understand how cultural tourism can be enhanced locally through the development of memorable cultural tourism experiences. Purpose of the paper: The study aims to examine how to enhance local cultural tourism through the development of memorable experiences. Specifically, it identifies dimensions and triggers of memorable experiences in cultural tourism from the experience provider perspective. Methodology: The study follows a qualitative approach, involving an in-depth case-study analysis. The Food Democracy Museum (FDM) - a diffused and digital museum aimed at the valorization of the cultural heritage of the historical center of Verona city - was examined as a single case study. Interviews with various stakeholders were carried out and analyzed via content analysis with NVivo software. Findings: The FDM project contributes to develop memorable experiences in cultural tourism through the following dimensions: significance of the experience, authenticity, engagement, cultural exchange, culinary attraction, quality of service, and experience sharing. Social entrepreneurship supports digitalization, value co-creation, and multi-stakeholder approach as triggers of such experiences. Research limitations: Limitations include the use of a qualitative research method (single case study) and consideration of only the experience provider perspective. Thus, generalizations need to be treated with caution. Practical implications: Experience has to be enriched by significance, authenticity, engagement, cultural exchange, culinary attraction, quality of service, and sharing both offline and online. SMEs can invest both in staff training to educate employees about aspects of service quality and local cultural tourism aspects, and in technology—which does not need to be expensive. Originality of the study: The proposed model can be used as a reference point to improve memorable experiences in cultural tourism, while the FDM project can be adapted and replicated in other local areas.