Service Innovation in Management and Valorization of Cultural Heritages

The purpose of this paper is to study service innovation applied to archaeological sites' managment, in terms of enrichment of primary cultural product with auxiliary products (cultural activities). The research design is based on the application of the main issues in strategic managment, with particular reference to resource-based theory and service dominant logic, to cultural archaeological sites' management. The empirical part concerns a case study analisys conducted on same cases in the Mediterranean area: Hercolaneum (Italy), Masada (Israel) and Petra (Giordania). The paper gives some first important hints to innovate cultural service in archaeological sites. It is not just an attempt to apply a managerial optic in this business: an interdisciplinary approach is adopted, even consulting scholars in culture and archeology, trying to enrich the contents of managerial approach.