Experience-Driven Cultural Entrepreneurship: Business Models and Regional Development in the “World of Frederick II Hohenstaufen”

Abstract

Due to the financial crisis across Europe, many heritage places (industrial buildings, religious settings, etc.) are facing functional redundancy. Innovative financing, business and governance models are needed to enable the reuse of such cultural assets and the creation of new cultural experiences; this is still a relatively unexplored area. In this chapter, we explore a business model innovation within experience-driven business ecosystems that focus on the adaptive reuse of cultural heritage. Our findings are based on a detailed case study of the World of Frederick II at the Castel Lagopesole in Italy, a cultural investment that has redefined quintessential aspects in the production and distribution of culture in the support of place development. The direct involvement of key stakeholders and residents has led to enhanced civic pride and entrepreneurial orientation and demonstrates how innovative business modeling and new skills applied to cultural communication can generate mindful visitors and contribute to the sustainable reuse of CH assets.