Objectives: The purpose of this paper is to analyze the marketing relationship between small and medium museums in Campania Region and their current and potential audience. In this regard, the effectiveness of online communication proposed by these museums in relation to consumers is analyzed. A comparison is made with online communication effectiveness of large museums in order to analyse the main differences and to identify the related managerial implications. Method: The research method is based on the study of multiple cases, used in its descriptive mode. Out of 21 museums in Campania having a website administrated by the museums themselves, we selected 10 small and medium ones. Subsequently was conducted a content analysis on the aspects of the communication of Facebook pages and web sites of the 10 selected museums. Finally, 10 museums were compared with 4 large museum consortiums. Findings: The analysis has demonstrated that the communication through the Web 2.0 tools is more suited for establishing dialogic relations with the current and potential museum audiences. It has also shown that from the perspective of advanced interactivity, due to their management creativity and flexibility the communicative content of the museums under study is generally more effective than in case of larger museums having more human resources and capital at their disposal. Research limits: The main limitation of the research is that it does not detect if a performant interactive online communication is able to stimulate demand cultural. It should be noted that this objective was not the purpose of research of this paper. Originality of the study: The paper is an original and innovative work since in the literature there is no similar research conducted by other authors. Furthermore, nobody has analyzed the relationship between Facebook pages and web sites in the field of museums in the Campania region.

The aim of this paper is to define the broad conditions in the predisposition of the bid to host a mega sport event that allow: a) the success in the selection; b) the maximization of benefits in the pre, during and post-event phases; c) the environmental and social sustainability of touristic flows attracted by the event. The specific reference is to the Italian bid to host the 2024 Olympic Games in Rome, to which literature has not yet dedicated specific contributions. The methodology consists in a multiple case study regarding six mega events (four successful and two unsuccessful ones) specifically focused on the outcome of the bid and on the level of benefits achieved by local communities having hosted such events. The time horizon of the study concerns the short term in particular, but it also examines the implications in the medium / long term. The results consist in the identification of the best practices used in the cases under consideration-with particular reference to the ability of primary stakeholders to build effective relationships each other and with other stakeholders-and in their transposition, after the necessary adaptation to the political, social and infrastructural pre-existing conditions, to the suction of Rome to host the 2024 Olympic Games. Findings can be transferred to the various stakeholders of the event under design with the aim to provide a contribution of the scientific community to the best setting of the initiative with particular reference to the preparation of the bid.

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