Experience marketing at Polish museums and visitor attractions: the co-creation of visitor experiences, emotions and satisfaction

Nowacki, Marek; Kruczek, Zygmunt

doi:10.1080/09647775.2020.1730228

Cited by 31 publications

(27 citation statements)

References 47 publications

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“…In the cultural tourism literature, online reviews have become a valuable data source for investigating the quality dimensions of the experience; these data offer the possibility of collecting a huge amount of users' data without the need to ask visitors for this information, as these contents are voluntarily shared by visitors in a very personalised way [26]. This is in opposition to customer satisfaction surveys, which require the construction of questions and scales to evaluate dimensions of experiences through numerical ratings (e.g., [16][17][18][27][28][29][30])…”

Section: Literature Reviewmentioning

confidence: 99%

“…The second implication relates to the cultural tourism literature, with particular reference to the debate around the identification of quality dimensions for museums (e.g., [16]). Although most tourism studies investigate and assess the quality dimension of touristic attractions as hotels (e.g., [10]), our paper focuses on the less studied but touristic relevant setting of museums, highlighting the existence of different quality perspectives.…”

Section: Academic Implicationsmentioning

confidence: 99%

“…Although still marginally studied, museums represent an important area of investigation for the tourism field because these institutions increase the attractiveness of a destination [12] and contribute to the economic development of touristic areas [13]. The literature on the identification of museum quality dimensions from online perceptions of museum visitors through online reviews is limited because most available contributions mainly focus on customer satisfaction analyses (e.g., [14,15]) and surveys (e.g., [16][17][18]).…”

Section: Introductionmentioning

confidence: 99%

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The Contribution of Online Reviews for Quality Evaluation of Cultural Tourism Offers: The Experience of Italian Museums

et al. 2021

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In the cultural tourism field, there has been an increasing interest in adopting data-driven approaches that are aimed at measuring the service quality dimensions through online reviews. To date, studies measuring quality dimensions in cultural tourism settings through content analysis of online user-generated reviews are mainly based on manual approaches. When the content analysis is automated, these studies do not compare different analytical approaches. Our paper enters this field by comparing two different automated content analysis approaches to evaluate which of the two is more adequate for assessing the quality dimensions through user-generated reviews in an empirical setting of 100 Italian museums. Specifically, we compare a ‘top-down’ content analysis approach that is based on a supervised classification built on policy makers’ guidelines and a ‘bottom-up’ approach that is based on an unsupervised topic model of the online words of reviewers. The resulting museum quality dimensions are compared, showing that the ‘bottom-up’ approach reveals additional quality dimensions compared with those obtained through the ‘top-down’ approach. The misalignment of the results of the ‘top-down’ and ‘bottom-up’ approaches to quality evaluation for museums enhances the critical discussion on the contribution that data analytics can offer to support decision making in cultural tourism.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Academic Implicationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Contribution of Online Reviews for Quality Evaluation of Cultural Tourism Offers: The Experience of Italian Museums

et al. 2021

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“…Museums need to offer a context to meet the needs of a broader audience and allow people to live a global experience (leisure, culture, education, and social interaction) (Brida et al 2016b) supporting increased loyalty and involvement of the visitors in the future (Antón et al 2018), while also promoting inclusion in the museum's community (Zbuchea 2015) and enabling value to be co-created and personalised experiences to be had, thus increasing the general appeal of museums. Indeed, this could be critical in the case of young people (Nowacki and Kruczek 2020;Manna and Palumbo 2018) and probably of those generally not so interested in museums and culture.…”

Section: Museums Dealing With Visitors' Experience and Perceptionmentioning

confidence: 99%

Through the Public’s Lens: Are Museums Active Members of Society? An Investigation During the COVID-19 Pandemic

Zbuchea

Romanelli

Bira

2021

Cultural Initiatives for Sustainable Development

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Traditionally, museums have cultural and educational roles. Increasingly, however, museums are also assuming a social role in engaging with visitors and communities and strengthening social involvement coherently given the changing expectations of the public. Museums have become participatory organisations that contribute to the well-being of society. Considering the global health challenge of the COVID-19 pandemic, this chapter investigates the way museums have responded to support their communities, as well as the public's perception of museums' civic profile. An online survey was applied in Italy, Romania, and the Republic of Moldova to identify the dimensions of the activity of museums regarding how the support offered by museums is visible and appreciated. The study shows that museums reacted to the COVID-19 pandemic crisis, developing online and digital sources to adapt and deliver their offers, to have a voice within society. Generally speaking, it seems that the public does not pay much attention to museums concerned in contemporary societal debates. Understanding the public image of museums helps museums redesign their organisation and activities to meet the expectations of contemporary audiences coherently, given the recent societal developments. This investigation is among the first to highlight the way museums have assumed an activist role, providing support to the wider public, by reacting to the COVID-19 pandemic.

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“…Despite the long-standing interest of scholars in researching numerous and complex challenges for implementing, developing and improving marketing in museums (McLean 1993;Kotler and Kotler 2000;Rentschler and Hede 2007;Cole 2008;Recuero Virto, Blasco López and San-Martín 2017;Foster et al 2020) the relevance and attractiveness of this study field are not diminishing. On the contrary, the paradigm of the economy of experience (Pine and Gilmore 2011;Lee and Smith 2015;Nowacki and Kruczek 2021) points to the growing need for a comprehensive and holistic view of museum services as experiences that will enable learning, entertainment, escape from everyday life, and aesthetics.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Marketing of Rijeka Museums: Current Practices and Future Directions

Došen¹,

Cvetinović²,

Komarac³

2021

Tourism in Southern and Eastern Europe

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Purpose – The paper is dedicated to the marketing of Rijeka museums. It presents the research that encompassed a) museum professionals’ marketing knowledge and skills and their implementation in practice b) core and additional services offered by museums c) museum professionals’ opinions and attitudes about the new trends in museum marketing. Methodology – Exploratory research was conducted. Data for the theoretical foundations were collected from secondary scientific sources and by searching the websites, social networks, and promotional materials. Qualitative research in the form of in-depth, semi-structured personal interviews with key informants was performed to collect primary data. Findings – The level of familiarity with the services marketing in Rijeka museums was low, pointing to a lack of marketing professionals. Nevertheless, the need for marketing was recognised, and museums were striving to implement some generic marketing activities. The core services (exhibitions and/or collections of materials) showed predominant product orientation, with insufficient orientation on a visitor. Opinions and attitudes of interviewees on museum marketing trends were positive. However, museums could not include new content despite wishes due to the lack of capacity. Furthermore, the legal frame prevented expanding the offer of a souvenir shop. Contribution – Although the research was conducted before the onset of the pandemic, the paper provides theoretical insights and practical suggestions, which could help academics and professionals to understand better and deal with the potential opportunities and threats in museum marketing in the dramatically changing environmentns.

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Experience marketing at Polish museums and visitor attractions: the co-creation of visitor experiences, emotions and satisfaction

Cited by 31 publications

References 47 publications

The Contribution of Online Reviews for Quality Evaluation of Cultural Tourism Offers: The Experience of Italian Museums

The Contribution of Online Reviews for Quality Evaluation of Cultural Tourism Offers: The Experience of Italian Museums

Through the Public’s Lens: Are Museums Active Members of Society? An Investigation During the COVID-19 Pandemic

Marketing of Rijeka Museums: Current Practices and Future Directions

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