What is “Cultural Relationship Management Matrix” Model

This chapter uses a case study to analyse the ways a cultural product, if managed efficiently and effectively, can activate processes of economic growth and stimulate the start-up of new businesses. The work is divided into two parts: the first presents the mapping of cultural enterprises in the province of Matera, and the second presents a quantitative analysis on the main economic enterprise activity in the area under investigation. The aim of this research is to demonstrate the main area of evolution in business development in Matera and its province since UNESCO declared the “Sassi of Matera” to be a World Heritage Site. In particular, the analysis of cultural activities and those of tourism and eating out allows readers to see that the economy of Matera, despite being an inland community, is linked to tourist accommodation and development thanks to the “Sassi of Matera.”