Turisti (non) per caso: il consumo museale e di beni culturali locali degli studenti universitari di Padova

Heritage consumption patterns for Generation Z are deemed elusive and under-researched, and this generation is termed “non demand” in the field. Our study consists in an analysis of museum and heritage consumption by university students in the University city of Padova, Italy. The data were collected through an online survey, and were analyzed in relation with the geolocalization of both university and museum buildings in the city. Considerations for the management of this particular segment of heritage demand are offered.