Managing visitors’ flows in museums. The case of firenze card

This article aims to enlarge the study of new technologies for monitoring visitors’ flows in cities of art. Based on data collected thanks to the use of the Firenze Card by city visitors, the article investigates the museums co-visits networks in Florence for understanding the visitors’ flows within the city, identifying the great attractors, the networks of minor museums, which museums receive or send more visitors to others. The analysis highlights the potential that such a study can develop in the future for optimizing the management of tourist flows and improving the local cultural offer. The novelty of the dataset together with interesting results allows us to provide the policymakers with useful information about the principal nodes of attraction of tourists, which can be used to improve the cultural services, also through the suggestion of alternative paths.