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Exploring the interplay of museum’s and city’s reputation: Insights from the Uffizi Galleries and Florence

Author

Listed:
  • Paola Beccherle

    (University of Florence)

  • Stefania Oliva

    (University of Florence)

  • Luciana Lazzeretti

    (University of Florence)

Abstract

This research investigates how museum and city reputations are perceived in online media narratives and explores the role of museums’ online communication in shaping this relationship. To examine these dynamics, the case of the Uffizi Galleries and Florence was investigated. The study employs a mixed-methods approach, combining the analysis of interviews with museum staff regarding digital communication strategies with topic modelling techniques on newspaper articles. Findings reveal that the Uffizi and Florence possess strong brands, resulting in distinct reputations on both national and international levels. However, a more dynamic interplay between the two reputations emerges within local media narratives, reflecting deliberate efforts by the Uffizi’s management to engage with the city. The results suggest that closer alignment between city branding and cultural institutions’ strategy could enhance the city’s national and global reputation.

Suggested Citation

  • Paola Beccherle & Stefania Oliva & Luciana Lazzeretti, 2026. "Exploring the interplay of museum’s and city’s reputation: Insights from the Uffizi Galleries and Florence," INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, Asociación Española de Ciencia Regional, vol. 66(66), pages 5-31, October.
    • Handle: RePEc:ris:invreg:023677
    DOI: 10.38191/iirr-jorr.25.010
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    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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