Cultural Heritage Management and Strategic Planning: The New Museum of the Acropolis and the Prehistoric Settlement of Akrotiri, Santorini, Greece

The very existence and development of cultural heritage requires management. There isn’t any heritage site that can exist in isolation from outside influences. Strategic management is that set of managerial decisions and actions that determines the continuing and future performance of an organization (Papoulias and Zounis in Strategic Innovative Marketing and Tourism, 8th International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT 2019). Springer Proceedings in Business and Economics, pp. 889–898, 2020). Strategic planning determines the optimal future of an organization, and the changes required to achieve that (Papoulias and Zounis in Strategic Innovative Marketing and Tourism, 8th International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT 2019). Springer Proceedings in Business and Economics, pp. 889–898, 2020). This paper presents the applications of strategic planning and targeting in the new Museum of Acropolis and the Prehistoric Settlement of Akrotiri in Santorini, Greece, that are two case studies of opposite examples. The first one, is about the strategic planning of construction of the new museum of the Acropolis. The other one is the utter lack of strategic planning of management in the very important prehistoric settlement of Akrotiri in Santorini. The paper presents two cases (useful for art managers) that connect cultural heritage with strategic planning.