Exploring the Fashion Visiting Experience: a Content Analysis about the “Boncompagni Ludovisi Museum”

Fashion represents a multi-disciplinary and to some extent a cross-disciplinary field of research, spanning economic and industry studies, cultural, heritage and sociological research, geographical and tourism reflections. Fashion is a hallmark of Italian exports: through the fashion products, Italy exports its outstanding sense of beauty and aesthetics, the artisanal manufacturing expertise and a certain artistic value. Furthermore, fashion characterizes the cultural and touristic image of Italy, affecting and/or enriching the tourists’ experience. The aim of the work is exploring the experience of visitors of the “Boncompagni Ludovisi Decorative Art Museum” in Rome, through a content analysis of the posts published on the Facebook Official Page and the reviews shared on TripAdvisor. More in details, after a literature review about the ‘museification’ trends in the fashion tourism, the work will deeply explore through a content analysis the several dimensions of post visiting experience, in order to understand the mutual roles of core attractions (collections and location’s architecture) and museum’s quality of welcome. Tourism management and policy’s implications will be discussed.