“Coopetition” for Cultural Tourism

Abstract

This research proposes an accounting history perspective on “coopetition”—a competitive approachbased on cooperation—in the cultural tourism sector. The analysis is based on the International MuseumsCampaigns proclaimed by UNESCO in 1956 and 1957 and investigates the contribution of the EgyptianMuseum of Turin, in the context of the local tourism system, in constructing an event and its relatedcommunication campaign. The purpose is to highlight, through accounting documents, the importance ofcoopetition in stimulating visitors’ presence and reaching higher shared socio-economic results.