The assessment of cultural experience through learning processes: a model for individual, firm and teriitory system viable competitiveness

Purpose: The glocal changing process requires new service-based business models for boosting competitiveness. The paper aims to verify how this process can be achieved through knowledge-based-cultural activities that create wealth, individual and community growth. Methodology/Approach: The Knowledge economy, S-D logic and Experiential Learning represent the theoretical framework for devising a model to define and measure real-perceived experience value, provided by Ex-Pro, among individual, firm, territory. A model, represented by a pilot study of knowledge-based-cultural, is proposed to assess those experiential processes. Findings: The paper focusing on the conceptualization of a multidimensional map for the design and planning of an experiential product/service, mainly envisages the assessment of redemption effects of learning through experiences, both in terms of traditional cultural forms and edutainment. The individual, a prosumer of experience, becomes the centre of his own identity building process (through knowledge-creativity-innovation) and his collective identity (through individual-firm-territory system). Originality/Value of paper: To date, studies have defined models of individual-collective experience measurement; the present research, however, aims to devise a model that integrates cultural experience assessment, both in an individual-collective learning perspective, to reinforce paradigms focusing on the individual as a source of new knowledge for the empowerment, competitiveness and consonance of the territory. Keywords: Services, Marketing, Experience, Edutainment, Learning