Managing diversity in the cultural tourism field: the Peggy Guggenheim collection case study

The concept of accessible tourism (Buhalis et al., 2005; Darcy et al., 2008) involves collaborative process and technologies through which people with permanent and temporary disabilities can benefit of suitable and personalized products, services and provisions. In the cultural tourism field, few studies have investigated the main models, methodologies and technologies adopted to manage diversity. To fill this gap, this paper aims to analyze activities and tools (i.e. websites, mobile applications, virtual and augmented reality, social media etc.) used in the cultural sector also thanks the Venice Peggy Guggenheim Collection case study. This paper suggests that a well-managed diversity program could help cultural players to increase organizational effectiveness and gain better economic and social results. This study could be considered a first step in a stream of research on some unexplored aspects in the cultural tourism marketing and management