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Constructing Brand Value of Museums

Advances in Hospitality and Leisure

ISBN: 978-1-83867-956-9, eISBN: 978-1-83867-955-2

ISSN: 1745-3542

Publication date: 14 October 2019

Abstract

This study attempts to demonstrate how a tourism attraction (i.e., museum) could establish its brand equity. It involves a case study on one of the most famous museums in Taiwan which involves an in-depth interview. The results show that the museum under investigation has established a clear brand identification and its brand communications but has a limited interpretation of its brand assets. Recommendations include strengthening its experiential propaganda, organizing large-scale intercity festivals, coordinating with other vendors to sell cultural products, increasing the number of professional exhibitions, and establishing a self-evaluation mechanism.

Keywords

Citation

Liu, W.-Y. and Chen, J.S. (2019), "Constructing Brand Value of Museums", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 15), Emerald Publishing Limited, Bingley, pp. 43-59. https://doi.org/10.1108/S1745-354220190000015003

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited