II International Conference on Experience Economy

The Department of Marketing at Bocconi University.
At SDA Bocconi, he is Director of the Master in Arts Management and Administration (MAMA). He conducted research and training projects with important enterprises.
His research activities focus on cultural marketing, on consumer behaviour, on experiential marketing, on CRM and on marketing communication.
He is the author of books and articles on the subject. His works have been published in Psychology and Marketing. He was Visiting Professor in many international universities, such as Simon Fraser in Vancouver (Canada), Tinsgua University in Beijing (China), SMU in Dallas (USA), UTS in Sydney (Australia) and Universidad de Aguascalientes (Mexico). He is Regional President of FAI Lombardia (Fondo Ambiente Italiano) and President of the Monteverdi Conservatory in Cremona.

General Manager of the National Trust’s Blickling Hall (UK) .
With training and experience in architecture, buildings archaeology and heritage consultancy, Heather brings a balanced and informed approach to developing historic built environment. She believes in the importance of understanding places to inform creative solutions: designs which unlock the potential of heritage sites – economically, functionally and experientially – which also enhance their significance in the process.
Heather ensures quality and innovation in heritage guidance across the practice, offering expert advice relating to creative re-use and alteration of heritage sites as well as contextual developments in heritage settings.
Heather contributed to successful conservation management planning and development in the UK and abroad, including the British Museum, Denys Lasdun’s Royal College of Physicians, Hong Kong’s former Central Police Station, and various sites.
The National Trust for Places of Historic Interest or Natural Beauty is an independent charity and membership organisation for environmental and heritage conservation in England, Wales and Northern Ireland.

Lecturer in Tourism (Management/Marketing) University of Glasgow.

‘Understanding the role of authenticity in the experience of place at rural and heritage tourism sites: A multiple case study analysis’

'With the increasing visitors’ attention to the authenticity of heritage and tourism practices when they visit destinations, the question of authenticity in the experience of place becomes significant for the stakeholders involved in the management and development of tourism. This presentation will offer some directions in which to comprehend the role authenticity plays in the tourism experience and the practices of rural and heritage sites. It will delve into a number of case studies including tourism sites in Central Asia, New Zealand and Scotland. Questions related to the commercialisation of culture for eco-cultural tourism development will be firstly addressed, followed by an evaluation of historical narratives, conservation, economic and educational priorities in the case of Gulag heritage as portrayed and interpreted in Kazakhstani museums for local and international visitation. Managerial implications of authenticity for the development and framing of the sense of place and the tourism and event experience will be discussed’.