Corporate sponsorship for museums in times of crisis

Abstract

The COVID-19 pandemic causes museums to seek financial aid from corporate sponsors. However, corporate sponsorship may have negative consequences for museums in terms of their authenticity. In this study, we therefore examine whether the extraordinary circumstances caused by the COVID-19 crisis change tourists' perceptions of corporate sponsorship. Indeed, we find that tourists react more positively to corporate sponsorship if the health crisis is salient. Moreover, we show that corporate sponsorship by multiple smaller- and medium-sized companies generates more positive outcomes for museums than the effort of a single large company, in terms of perceived authenticity loss, visiting intentions, and willingness to pay.

Mitigating Mortality Anxiety: Identifying Heritage Tourism’s Role in Terror Management

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Saudi Vision 2030: Applying a Sustainable Smart Techno-cultural Assessment method to Evaluate Museums’ performance post-COVID-19

“…[13] approached this research through smart solutions that could be provided online during COVID-19; on the other hand, our research will provide more techno-cultural, sustainable solutions. Although [14] discussed the health factor, this research will discuss in more detail the techno-cultural and online post-COVID-19 smart solutions. [6] discussed the economic factor in funding the museums during the COVID-19 pandemic; this research will discuss the sustainable, smart, and techno-cultural factors post-COVID-19.…”

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