The paper explores the theme of sponsorship aimed at enhancing the historical-architectural heritage, analyzing the point of view of companies. Specifically, a static analysis model proposed in a previous paper, whose objective is to establish the optimal amount to invest in sponsorship to maximize business profit, is integrated with an innovative model that allows the company to assess the degree of financial efficiency of the investment, i.e. its productivity. The latter depends on a series of variables that characterize both the monument to be enhanced, the location in which it is located, and the sponsorship strategy adopted by the company. However, in the case of sponsorship of recovery/restoration work, the critical variable that most affects the efficiency of the investment is the number of visitors to the location where the monument is located (direct audience). This is because as the number of visitors increases, the level of exposure to the sponsorship message increases. Therefore, we assume two functional relationships, one linear and the other logarithmic, which correlate financial efficiency to the average number of visitors. In this way, the advantage of the company is twofold. On the one hand, it has the opportunity to maximize profits by investing the optimal amount of sponsorship. On the other hand, it can choose the level of productivity of the investment by deciding to finance the monument of a specific location according to its degree of exposure.

The Estimation of the Optimal Level of Productivity for Sponsors in the Recovery and Enhancement of the Historical-Architectural Heritage

Dolores L.
Membro del Collaboration Group
;
Macchiaroli M.
Membro del Collaboration Group
;
De Mare G.
Membro del Collaboration Group
;
Nesticò Antonio
Membro del Collaboration Group
;
Maselli G.
Membro del Collaboration Group
;
2020

Abstract

The paper explores the theme of sponsorship aimed at enhancing the historical-architectural heritage, analyzing the point of view of companies. Specifically, a static analysis model proposed in a previous paper, whose objective is to establish the optimal amount to invest in sponsorship to maximize business profit, is integrated with an innovative model that allows the company to assess the degree of financial efficiency of the investment, i.e. its productivity. The latter depends on a series of variables that characterize both the monument to be enhanced, the location in which it is located, and the sponsorship strategy adopted by the company. However, in the case of sponsorship of recovery/restoration work, the critical variable that most affects the efficiency of the investment is the number of visitors to the location where the monument is located (direct audience). This is because as the number of visitors increases, the level of exposure to the sponsorship message increases. Therefore, we assume two functional relationships, one linear and the other logarithmic, which correlate financial efficiency to the average number of visitors. In this way, the advantage of the company is twofold. On the one hand, it has the opportunity to maximize profits by investing the optimal amount of sponsorship. On the other hand, it can choose the level of productivity of the investment by deciding to finance the monument of a specific location according to its degree of exposure.
978-3-030-58813-7
978-3-030-58814-4
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4753907
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