Corporate Museum Experiences in Enogastronomic Tourism

Abstract

Over the last years, an evolution of museum function has occurred. Museums are no longer considered just a treasure house but a place that matches cultural and commercial needs. Recently, the literature sheds light on their relevance to customers' experiences. The chapter aims to explore a specific category of museums, highlighting their many functions. More specifically, the chapter analyses the relevance of corporate museums in the enogastronomic industry. Two Italian corporate museums in the pasta industry are explored, highlighting their relevance for visitor experience needs.