A number of heritage studies have revealed that interpretation is an essential component of the visitor experience. However, visitors differ in their interests in interpretation. Preferences for interpretation, which are often neglected in the literature, are essential for the marketing and management of heritage organisations. This paper deals with visitors' preferences for museum interpretation to determine what the preferred types of interpretation of museums exhibits are and what the differences between the segments of visitors in this regard are. The research focuses on seven Adriatic heritage museums that took part in the cross-border project on the strengthening of cultural tourism through market-oriented initiatives. The survey set out to obtain information on visitor profiles and their preferences for museum interpretation. By isolating and analysing interpretation variables and visitor variables associated with visitor interpretation preferences, a framework was developed that enable the initiatives in museum interpretation for target market segments.
Študija izhaja iz predpostavke o visoki kulturno-zgodovinski turistični privlačnosti objekta in destinacije ter priložnostih za skupno trženje turizma in kreativnih industrij. Trženjski model je zasnovan na sinergiji obeh dejavnosti, povezanih v komplementarno in trajnostno naravnano poslovno enoto, ki upošteva konkretne potrebe vseh deležnikov. Posebnost tega trženjskega modela je v prepletu aktivnosti privabljanja turistov (eksterno trženje) z aktivnostmi povezovanja notranjih deležnikov-ponudnikov kreativnih storitev v objektu (interno trženje). Model predstavlja torej enovit strateški okvir, znotraj katerega se lahko predstavniki kreativnih industrij povezujejo in povezani nastopajo na turističnem trgu, pri tem pa suvereno oblikujejo svoje specifične vizije, cilje in trženjske strategije. Ključne besede: turizem, kreativne industrije, trženje, industrijska dediščina skladišča Monfort The study assumes that the cultural-historical character of the site and destination possesses a high degree of attraction for tourism and that a joint marketing of tourism and creative industries is a potential. The model is based on the synergy between the two activities, connected into a complementary and sustainability-bound business unit that considers the actual needs of all the stakeholders involved. Specificity of the presented marketing model lies in the intertwining of activities to attract tourist (external marketing) and activities aimed at connecting the inner stakeholders, namely the providers of the creative industry service at the site (internal marketing). Hence, the model represents a comprehensive strategic framework, within which the representatives of creative industries can enter cooperate and team-up in the presentation on the tourist market, while also assertively design their own specific visions, goals and marketing strategies.
BACKGROUND: The sales stereotype has been studied since the beginning of the last century; in particular, the perceptions held by university students are relevant, because they may be reluctant to consider a career in sales due to common misconceptions about the profession. This is even more relevant as the role of the salesperson has evolved over the years, and companies are interested in hiring this profile from HEI. The Covid-19 pandemic has accelerated the change in sales, and new skills, activities and paradigms are challenging the profession. OBJECTIVE: Aiming to address a potential gap in sales education, this paper examines the perceptions of salespeople among university students, and students’ orientation toward sales careers in a changing sales environment. METHOD: Focus group methodology using a special technique of animal metaphors was used to examine how the most noticeable characteristics of animals are mapped onto salespeople. RESULTS: The pre-pandemic and post-pandemic periods seems to confirm the persistence of the overall students’ perceptions of the salesperson but at the same time new competences and skills emerge for a new generation of salespersons. CONCLUSIONS: These findings update and enrich the existing literature with a new work on sales stereotypes that sheds light on students’ perceptions of salespeople after the pandemic.
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