Museum pricing: challenges to theory development and practice

Rentschler, Ruth; Hede, Anne-Marie; White, Tabitha

doi:10.1002/nvsm.289

Cited by 26 publications

(22 citation statements)

References 32 publications

(26 reference statements)

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“…However, their research does not drill down to the specific factors of service and amenity that are salient in the repurchase intention of the visitor. Rentschler et al (2007) survey of pricing strategies in museum marketing is also relevant in this context. They suggest that museums have been unsophisticated in understanding pricing strategies relative to their customer segment needs.…”

Section: Challenges For Museums As Leisure Providersmentioning

confidence: 99%

“…Taking the nascent research of Hume et al (2007) on repurchase intent based on whole services provision and Rentschler et al (2007) on pricing strategies, we evaluated two methodologies that could further elicit what products and services matter to segmented visitors and how much they would be prepared to pay for these services.…”

Section: Challenges For Museums As Leisure Providersmentioning

confidence: 99%

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Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Burton

Louviere²,

Young³

2008

J of Philanthropy and Mktg

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How people make choices in relation to cultural and leisure consumption has been explored from the viewpoint of motivation, lifestyle segmentation, and lifecycle. Little is known about the specific characteristics associated with choices to visit, re-visit, or not to visit a museum. Understanding characteristics of choice, developing incentives, bundled packages, and levels of pricing is an essential element in marketing strategies for museums operating in a competitive leisure marketplace. However, determining what really matters to cultural consumers is complex and methodologies to assist in unraveling such complexities are not easily identified. This study aimed to address ways in which people respond to specific incentives as influences in choosing museum visitation. The study was conducted in two major museums in Australia to determine how useful choice modeling is in identifying features that matter to cultural consumers. The results suggest that choice modeling has much to offer in relation to understanding the benefits people are seeking from a museum experience as well as offering strategic insight into potential collaborative ventures and re-combinations of existing museum products and services.

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Section: Challenges For Museums As Leisure Providersmentioning

confidence: 99%

Section: Challenges For Museums As Leisure Providersmentioning

confidence: 99%

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Burton

Louviere²,

Young³

2008

J of Philanthropy and Mktg

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“…In the context of reduced funding and increased competition (Rentschler, Hede, & White, 2007), today's museums are challenged with the task of sourcing, preserving, and presenting the authentic. In today's museums, however, the tours may be staged or completely scripted, the objects displayed might be replicas, the exhibitions can be virtual, or the guides dressed in period costumes.…”

Section: Introductionmentioning

confidence: 99%

A journey to the authentic: Museum visitors and their negotiation of the inauthentic

Hede

Thyne

2010

Journal of Marketing Management

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This qualitative research was set within a literary heritage museum replete with replica artefacts. We explored how the inauthentic is negotiated in this context and examined the outcomes of these negotiations. Our research revealed that scene setting, freedom, and imagination contribute to visitors' potential to overcome the absence of indexically authentic artefacts, and we identified a role for existential authenticity in this process. We make three key contributions to marketing theory on authenticity: (1) when visitors are confronted with the inauthentic, they often experience feelings of dissonance;(2) there is a need to consider the role of authenticity of the 'self' in consumption situations; and (3) there is a symbiotic relationship between indexical authenticity and iconic authenticity, and both are related to existential authenticity. We recommend that the arts and heritage sectors delve further into the processes that suppliers and consumers use to negotiate the inauthentic so that they may leverage the support they have from stakeholders and enhance their viability.

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“…Consistent with Jarvis, MacKenzie, and Podsakoff (2003), a system of relationships testing these variables is proposed. Nonprofit services and the arts have received some attention in research (Boorsma, 2006;Caldwell, 2005;Colbert, 2003;Hume, 2009;Hume & Mort, 2010;Rentschler, Hede, & White, 2007). Limited emphasis has focused on the nuances of the arts attendees and the specifics of this sample population and technology adoption supporting the originality of this work.…”

Section: Abstract Technologymentioning

confidence: 94%

To Technovate or Not to Technovate? Examining the Inter-Relationship of Consumer Technology, Museum Service Quality, Museum Value, and Repurchase Intent

Hume

2015

Journal of Nonprofit & Public Sector Marketing

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Increased reliance on technology has driven museums to consider the technology required to provide a creative cost effective experience. Technovation is a process of developing and innovating services using technology. This research will contribute to a better technology investment decision-making for museum managers and advance understanding of consumer value, co-creation, technology use and museums. Structural equation modelling was conducted on a survey administered to 412 museum visitors to test technology efficacy, technology acceptance, service quality, museum value and repeat intent in museums. Results indicate the significant relationships of technology self-efficacy, technology acceptance, service quality, museum value to repurchase intention. Consumers supported the role of technology and suggested that technology innovation in museum service delivery is essential. The research suggests that to ensure value co-creation, technology management must guide and support the visitor with the interaction. This is the first known paper testing this system of relationships in the museum context.

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Museum pricing: challenges to theory development and practice

Cited by 26 publications

References 32 publications

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

A journey to the authentic: Museum visitors and their negotiation of the inauthentic

To Technovate or Not to Technovate? Examining the Inter-Relationship of Consumer Technology, Museum Service Quality, Museum Value, and Repurchase Intent

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