Museoparks and re‐enchantment of the museum visits: an approach centred on visual ethnology

Abstract

Purpose

The purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies.

Design/methodology/approach

To bring out the symbolic dimensions specific to these cultural sites, the methodology used is based on the analysis of photographic media.

Findings

The analysis reveals four main symbolic dimensions structuring these hybrid cultural offers: spectacularization, immersive character, ritualized character, and very intense merchandizing of the experience.

Research limitations/implications

This analysis allows us to update a hybrid, complex and re‐sized form of cultural experience that goes beyond the classic combination identified in the analysis of edutainment strategies (educational and fun dimensions).

Practical implications

From a managerial action perspective, this research provides keys to understanding the strategies proposed by the hybrid offers of museoparks; strategies that might inspire many museum managers eager to imitate them.

Originality/value

This research provides keys for understanding the logic underlying the structuring of the experience offered by cultural institutions.

Citation

Mencarelli, R. and Pulh, M. (2012), "Museoparks and re‐enchantment of the museum visits: an approach centred on visual ethnology", Qualitative Market Research, Vol. 15 No. 2, pp. 148-164. https://doi.org/10.1108/13522751211215877