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The aim of this paper is to investigate the characteristics of edutainment consumption and to analyze how new technologies influence it. It discusses a new theme, both with reference to the selected context (the phenomenon of edutainment itself and its consumption), and to the object itself (artistic consumption mediated by technological applications).

This paper addresses the research question previously mentioned by conducting an analysis of the marketing literature as it has been developed. The main areas of investigation are the experiential interpretation of consumer behaviour, entertainment and education. This paper is multidisciplinary in nature. An in‐depth analysis of the main object of the research and an original model of analysis of cultural experience are provided.

The use of new technologies that stimulate all the senses of the individual allows the re‐creation of the content of the message, both in terms of education and entertainment. A new form is given to the message, which is set in a new virtual environment, a “virtual edutainment environment” (VEE), where the interaction with the customer takes place. In our review of the marketing literature analysis we highlight the reasons that give rise to the VEE as a particular kind of cyberspace. A VEE is an environment in which one or more consumers experience the re‐created message. In this context, the users may interact amongst each other, but what is essential is that the information be elaborated in one complex way, utilizing multimedia tools in order to affect the consumer's senses. Hence, consumers are immersed in a deep experience of edutainment.

The convergence of education and entertainment, favoured by the diffusion of technology and its use, involves a very high risk for institutions that are trying to cling to their past history and their traditional managerial behaviour. Institutions like these need to use technological applications to increase the value of what they can offer to the consumer. For example, the learning process of the visitors of a museum will not be impaired by the entertaining use of new technologies. Instead, the memory of their experience will be reinforced and reinvigorated. The experiential interpretation of consumer behaviour has been one of the most innovative fields of study in the last 20 years, and it is even more promising for the future of marketing, as it is spreading into product categories that are far from being hedonistic.

The value of this paper is based on the proposal of an original model of analysis of cultural experience. The definition of the VEE takes its roots in other marketing concepts, such as the computer‐mediated environment and cyberspace, but it differs from them since it highlights the particular features of a cultural experience mediated through technological applications. The same is true with regard to the edutainment immersion experience, which is a particular interpretation of this kind of interaction between customers and the message.

The purpose of this paper is to investigate a marketer-sponsored edutainment centre as a consumer socialisation agent by examining effects on preference for the sponsor brands and the degree of socialisation children experience.

Interviews were undertaken with 16 children in their analytical stage of development as well as one of their parents immediately prior, immediately after, and one week following a part-day visit to the heavily branded edutainment centre Kidzania.

Results suggest that children did experience consumer socialisation. There was a movement in brand preferences towards the sponsored brands. The children also demonstrated advances in transaction knowledge. Specifically, significant increases were found in product and brand knowledge, shopping scripts and retail knowledge, with some children moving beyond perceptual and analytical thought and demonstrating reflective thought. In contrast, most children did not demonstrate an analytical level of advertising and persuasion knowledge.

Findings are constrained by the children’s specific experiences and the aptitude of both the children as interviewees and the parents as observers/interpreters. Although delayed measures were used this does not necessarily confirm permanency of the effects.

This is the first study to date to examine a marketer-sponsored edutainment centre as a socialisation agent. Specifically, the study contributes to the understanding of this new, participatory form of marketing communications by demonstrating its value in achieving brand objectives while fostering the consumer socialisation of children.

The purpose of this paper is to see if edutainment containing only healthy food can change children’s preferences and food choices toward healthy eating, especially in overweight or obese children, and if the children’s self-regulation, emotional overeating and parents that use food as a reward would influence those changes. This is important because childhood obesity is one of the biggest public health problems of the 21st century.

The authors conducted a study in two public schools (total 189 children) with a between-subjects experimental design (control vs experimental group), where children in experimental group watched an episode of Nutri Ventures series without unhealthy foods.

The results showed no differences in both children’s preferences and children’s food choices between the control and experimental group, with exception of older children, and contrary to our expectations. Older children in the experimental group chose more unhealthy food than children in the control group. The authors also saw differences in food choices between “emotional overeating” groups, where the children in “high” group tended to choose less healthy food items, especially in the experimental group of children. This leads the authors to believe that isolated edutainment may not be enough to change preferences and food choices; instead it might even have an opposite effect.

This study aimed to identify if edutainment containing only healthy food could be more effective in childhood obesity prevention but instead it showed how complex the whole topic can be.

This paper aims to discuss the most critical aspects relative to the “usability” of the International Integrated Reporting Council (IIRC) Framework faced by small and medium-sized enterprises (SMEs) in releasing the integrated report and adapting the Integrated Reporting (IR) principles (i.e. materiality, integrated thinking and connectivity) to their needs and features. Only recently the relevance of IR for SMEs has been internationally acknowledged.

The study is based on both a deductive and inductive approach. The first one is founded on a literature and technical review aimed at tracing the theoretical background and the framework on integrating reporting in SMEs. The second one is empirically constructed and follows the action research approach because it involves the analysis of a single case-study relative to a company – Costa Edutainment Spa that released its pioneering integrated report in 2014 – belonging to the Italian Network on Business Reporting, a working group which has been involved in the pivotal drafting process of a Guidance for IR in SMEs.

Results emphasise the main criticalities faced by an SME in the IR process, namely, the need for the following: clearly defining the relationship between sustainability and integrated reporting; adapting the main IR concepts (such us materiality, integrated thinking and connectivity) and fully understanding the benefits deriving from the implementation of IR. Moreover, results shed light on the usefulness of a simplified and operative guidance for releasing the integrated report within SMEs the effectiveness deriving from the direct involvement in the NIBR working group and the provision of practical examples and suggestions.

The main limitations are due to the fact that the empirical analysis is related to a single case study, and it is explorative in nature. Consequently, results are not generalisable. However, the work contributes to nourish the debate on the benefits and critical issues relative to the diffusion of IR among SMEs in a research field which has not been adequately investigated and to develop reflections on the benefits of the diffusion of the IR among SMEs, pointing out the opportunity to follow an evolutionary path which drives the evolution of the entrepreneurial and organisational culture towards monitoring, assessing and reporting the company’s value process creation.

The work contributes to triggering the debate on the diffusion of IR among SMEs which represents a research field that remains still under investigated. It points out a fundamental gap on how to implement IR in SMEs and operationalise the IIRC concepts and principles. It develops reflections on the critical issues and benefits of the diffusion of the IR among SMEs. Drawing from a pioneering experience, the work contributes to supporting entrepreneurs by emphasising the possible benefits deriving from the implementation of the IR process. It suggests an evolutionary path through different steps (starting from the business model definition) which are necessary to drive the entrepreneurial and organisational culture towards monitoring, assessing and reporting the SMEs’ value process creation.

The work contributes to devoting the attention of both scholars and practitioners to an underestimated research field – the “feasibility of IR in the SMEs context – which has not been yet adequately investigated. Moreover, being empirically based, it helps in supporting the diffusion of the IR framework among SMEs, practitioners and consultants by providing insights aimed to improve the IR Guidance for SMEs and sensitise entrepreneurs by emphasising that a possible step-by-step “IR journey” is possible.

Traditional evacuation drill is monotonous. Therefore, evacuation drill should be diversified to get more people interested in disaster prevention. Our idea is game-based evacuation drill using real world edutainment (RWE). This paper aims at clarifying how RWE-based evacuation drill is realized.

RWE provides experiential learning as the integration of edutainment and the real world. An RWE system works on a tablet PC and presents digital contents associated with learning scenes (e.g. real world locations) according to a branched storyline.

Story (branched storyline), indirect/direct competition, and augmented reality content provide multi-ending and flexible instructional support and are helpful for diversifying evacuation drill.

RWE-based evacuation drill could be accepted by more people, but a branched storyline should be carefully refined to achieve maximum effect.

RWE-based evacuation drill could open up diversification of disaster prevention education.

The originality of this study is to integrate edutainment, the real world, and evacuation drill. In the long run, this study could be helpful to save lives when a natural catastrophe (e.g. large earthquake) occurs.

The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.

The case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.

In the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.

Based on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.

This research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.

Management of technology, technological innovation, business innovation and new product development, innovation, design and strategy, entrepreneurship innovation and leadership strategic planning of technological innovation.

MBA.

KidZania® is a Mexican company of family entertainment centers, founded in 1996 by Luis Javier Laresgoiti Fernández and fully developed by Xavier López Ancona. An innovative concept inspired in a fusion of nursery and theme park, KidZania®, brings together strong brands as partners to support their own and offer a complete entertainment and educational experience to kids between two and 16 years old. A unique business model, involvement of experts and a committed board of directors has been the key to the innovation of KidZania®. Its managers, by 2011, operate eight centers – two in Mexico, two in Japan and the rest in Indonesia, Portugal, United Arab Emirates and South Korea – and have plans to expand to more countries in Asia, Latin America and Europe in 2011 and finally to the USA. The future of KidZania® seemed bright, and the manager of the company believed that the growth appeared unstoppable because the purpose was to grow on 100 percent. The strategy appeared clear: dominate in the emerging and consolidated markets (big cities) in order to strengthen its competitive position and then, enter the US market with all the muscle and take the lead in the biggest market. But what was the competition going to do about it? What will the moves be for big players like Walt Disney – which had revenues of US$38.06 billion (USSEC, 2010), for example? Will the competitors try to buy the new entrant in order to build it up or to disappear it? Or will they try to imitate KidZania®? What would be the future of this new edutainment business model?

This case has been used in executive and MBA courses in creating and sustaining innovation, recognizing disruptive technologies, and in identifying effective methods of marketing a new innovative business model. Instructors can use the case to achieve the following two learning objectives: the KidZania® case helps students to refine their understanding of the model of disruption. They are forced to look closely at the product/service and decide whether it is a disruptive innovation or a sustaining innovation. This close examination becomes a helpful tool as students think about what decisions they would make to secure the success of the KidZania® in the entertainment market. The KidZania® case allows students the opportunity to develop their knowledge and understanding of the model “skating to where the money is”. Based on their analysis of the company and product students, must decide whether the KidZania® is a business that will produce sustained revenue and is worth investing in.

Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes.

Zoos are important urban tourism attractions. The challenge for zoos is finding a balance between attracting visitors and enhancing education and conservation management. This research contributes to a greater understanding of the conservation intentions of zoo visitors and how zoos can emphasise conservation management principles sustainably. This study aims to identify the variables that encourage conservation intentions among visitors to a South African zoo.

A destination-based survey was conducted in 2019 at the Johannesburg Zoo, and 445 questionnaires were administered through convenience sampling.

Exploratory factor analyses identified visitors’ conservation awareness because of zoos (pre-conscious, conscious and unconscious), behavioural intentions (advocating and supporting), motives (engagement, edutainment and escapism) and satisfaction (interaction and facility quality, and service and interpretation quality). The behavioural intentions were the dependent variables. Advocating conservation intentions (ACI) is an active role where zoo visitors feel a strong responsibility towards conservation and encourage others to the conservation cause. Supporting conservation intentions (SCI) relates more to loyalty towards visiting the zoo and subsequently supporting conservation. Stepwise linear regression analyses revealed that enhancing ACI relies on SCI, edutainment, conscious awareness, service and interpretation quality and total spending. However, enhancing SCI relies on ACI, interaction and facility quality and the motive, escapism, while engagement revealed a negative relationship.

The results show that zoos can encourage SCI to ACI by using interactive and entertaining interpretations to teach visitors about the zoo’s mandate and the importance of conservation while balancing their need to escape.

The purpose of this article is to investigate the effectiveness of the Supernanny reality television programs in teaching parenting techniques and changing parenting behaviors.

A telephone survey was conducted with a random sample of 400 respondents who had watched at least one episode of the Supernanny program.

Almost 75 percent of the respondents had viewed the program regularly for interest and/or for educational reasons; significantly more people who said they watched for education could recollect parenting techniques than those who said they watched for entertainment. Respondents agreed that the program informed them about different techniques for managing the behaviors of their children (88 percent) and said they had used (53 percent) or intended to use (23 percent) a number of those techniques. A total of 80 percent of the respondents saw the show as realistic and 93 percent of the viewers perceived the program as useful to some extent in terms of changing their behaviors and their children's behaviors in positive ways. There were some significant differences, with greater effects in women, younger respondents, and parents of younger children.

Reality television can be used as an effective social marketing, mass media “place” strategy to convey positive parenting techniques and to promote positive behavior change.

Edutainment (combining entertainment with education) has been used to promote positive social behaviors for some years but the use of the specific entertainment vehicle “reality television” has not previously been examined as a social marketing place strategy.

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.

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

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

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).

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.

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