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The purpose of this paper is to analyse museums and theme parks as a tourist package and how the proximity of airports to the city and public transport influence the development of this tourist package to stimulate tourism demand in cities.

Qualitative and quantitative indicators have been applied in our methodology to measure the most visited European theme parks and museums from 2012 to 2022. Moreover, the localisation of airports has allowed us to address the importance of theme parks and museums in cities and their regional economies.

The results suggest that the location of the city, entertainment complementary activity, airport proximity, intermodal passenger transport, air and train accessibility, tourism demand and supply, and a high concentration of population in cities have a high influence on the development of a tourist package that includes museums and theme parks to stimulate the tourism demand in European urban cities. London and Paris are two of the most visited cities in the world, and these are the most attractive European cities for tourists in terms of efficiency because tourists can optimize much better their space and time to visit the city’s tourist attractions during their holidays. Another important finding is that the public transport service plays an important role in museums and theme parks’ visits and the optimization of space-time for tourists when they are visiting a city and its tourist attractions on holidays, especially subways, trains and buses. Although time-space measures of accessibility in public transport in cities must be improved to optimize the time of the native population and tourists.

This research shows the complementary role of museums and theme parks as an attractive tourist package and an entertainment, cultural and educational activity to improve the quality of tourism supply and redistribute tourist flows in European countries. Moreover, there are limited studies that tackle the theme of parks and museums in a tourism context.

This study aims to determine museum experiences by analyzing the TripAdvisor reviews of the museum visitors in Gaziantep and offer suggestions for improving the visitors' experiences by taking museum curators' opinions.

The case study method was used as one of the qualitative approaches in the study. The research comprises two stages. TripAdvisor reviews about five museums in Gaziantep were analyzed in the first stage, and museum curators' opinions on the visitor complaint reasons and solution suggestions were discussed in the second stage.

The study showed that satisfying or non-satisfying experience factors might differ according to visitors, museum curators and both visitors and museum curators. Therefore, each museum curator should effectively manage every component of visitor experience factors by its target audience.

Although this study has some valuable findings and contributes to the literature, it also has limitations. The study's sample consists of five museums in Gaziantep. Further studies can be carried out on a larger population and sample. The data for determining visitor experiences, the first stage of the research, were obtained only from an online platform (TripAdvisor).

The proposed model provides a holistic perspective on evaluating and managing visitor experience. There may be structural problems (small size of the museum area, lack of parking spaces and elevators, etc.) with the museum beyond the manager's control. Also, the lack of information and communication (limited concept, lack of artifacts, etc.) causes criticisms of the museum.

This paper contributes to the museum management literature with a model for enriching the quality of the museum experience and increasing the museum's attractiveness. The study showed that museums contribute to the visitor's experience in all dimensions. While visitors thought museums primarily contribute to object experience, museum curators thought museums contribute more to visitors' cognitive experience and other experience elements.

The present study analyzed the visitor comments and the opinions of museum curators from a holistic perspective, considering the internal and external factors that are effective in the visitor experience, and revealed the reasons for the visitors' negative experience and the solution suggestions toward the improvement of the visitor experience.

The purpose of this transformative service research (TSR) is to apply, innovate on and extend the understanding of service-dominant logic (SDL) perspectives, sustainable service ecosystem design ideas, transformative value and meeting sustainable development goals (SDGs). This study explores these through volunteers’ lived experiences and their perceived health and well-being outcomes in the context of botanic gardens as health-care service settings.

A total of 3 UK botanic gardens and 84 volunteers between 22 and 87 years of age participated in this qualitative study. Volunteering stories were collected through emails, telephone exchanges, online and in-person interviews, free-flowing discussion and field observations. These were coded and analysed by using computer-assisted qualitative data analysis software, NVivo 14 Plus and Leximancer. Thematic analysis facilitated the mapping of well-being outcomes highlighting transformative value against existing health and well-being indices.

Insights extend knowledge into SDL, TSR and transformative value experienced by volunteers across three UK botanic garden service ecosystems. Environmental, organisational and personal factors, and physical, mental and social health outcomes are presented to emphasise transformative value experienced, especially in retiree volunteers. Theoretical contribution is in the form of empirical evidence to support and extend insights about transformative value and more so, significant epistemological change and meeting SDGs in botanic gardens. Results add to contemporary TSR on health-care-related well-being outcomes and ideas regarding sustainable service ecosystem design.

It is recommended that service research be extended across other botanic gardens, as well as other novel underexplored contexts for comparative studies of transformative value. Continued development and consideration of service designs as ongoing efforts to redefine and reimagine services marketing innovation for botanic gardens are recommended. Botanic gardens are complex service ecosystems worthy of rigorous service research to capture and measure the impact and outcome of ongoing work of the sector in advancing SDGs and having a transformative effect on individual and societal health and well-being.

This study highlights opportunities for greater area-based, coordinated, collaborative, multi-stakeholder services marketing partnerships for strategic sustainable service ecosystem design for the botanic gardens and health-care sectors. These sectors can make better use of service research and marketing to further innovate and co-develop health and well-being strategies, campaigns and opportunities to develop services to transform and influence positive health and well-being outcomes for people. Results reveal greater opportunities for collaborative partnership and services marketing’s role and practice for the ongoing vitality and viability of botanic gardens. Joint efforts would enable innovation on sustainable service ecosystem design, advancing SDGs and improving life on planet Earth.

Transformative value linked to newfound life experiences and meaning to life after retiring with a range of factors, and health and well-being outcomes were prominent. Social connections to the wider community were present, revealing links to a range of people who may not have traditionally had contact with botanic garden heritage and their strategic efforts. Therefore, it is services marketing opportunities for botanic gardens that hold one key to greater transformative value, sustainability and greater influence and impact on individual and societal health and well-being.

To the best of the author’s knowledge, this is the first TSR on botanic gardens as health-care service settings, resulting in a conceptual framework on transformative value and well-being outcomes in meeting SDGs. It extends insights on SDL, sustainable service ecosystem design and roles of marketing for the common good. Botanic gardens are unique research institutes, highly acclaimed for research, conservation, education and displays of special botanical collections, as well as providing health care, among other impactful SDG opportunities. This can be made more explicit through ecosystemic thinking, service research and integrated services marketing of botanic garden’ roles and contributions worldwide.

The purpose of the study is to examine the impact of augmented reality (AR) on users' tour experience and psychological well-being in museums. The study utilizes the Information System (IS) Success Model and the Perceived Value Theory to investigate the relationships between AR quality, content quality, system quality, vividness, utilitarian value, hedonic value, tour experience, and psychological well-being.

The study adopts a quantitative research approach and surveys 286 visitors at the Wuhan Natural History Museum. The collected data is analyzed using PLS-SEM to test the proposed model.

The study finds that content quality, system quality, and vividness significantly influence utilitarian and hedonic value. Utilitarian and hedonic values mediate the relationship between AR quality and tour experience and psychological well-being, with hedonic value having a greater impact. Utilitarian value positively influences customers' hedonic value, while tour experience positively influences customers' psychological well-being.

This study contributes to the existing literature by applying the Information System Success Model and Perceived Value Theory to explore the impact of AR on users' tour experience and psychological well-being in museums. It provides empirical evidence supporting the importance of content quality and perceived value in promoting AR adoption and use. The findings add value to the field of augmented reality research and offer practical implications for AR service providers.

This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.

The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.

Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.

Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.

This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.

This study aims to develop an all-encompassing model to analyse various aspects of atmospherics, including components of the museum space and its physical surroundings. Moreover, it evaluates whether the identified attributes of the “museumscape” affect the positive word of mouth of museum visitors.

This exploratory study adopts a quantitative methodology. Data were collected through direct interviews with visitors at three Italian art museums and through a structured questionnaire. All dimensions were measured with multiple items on a five-point Likert scale. To assess the influence of the museumscape attributes on positive word of mouth, a structural equation model is performed adopting the two-stage testing procedure estimating the measurement model in the first stage and running a confirmatory factor analysis to assess reliability and demonstrate convergent and discriminant validity for all multi-item measures.

Six attributes of the museumscape are delineated (ambient conditions; facilities and convenience; signs and signage; staff behaviour; art gallery quality; exhibition space aesthetics). The latter three positively influence visitors' positive word of mouth.

The study expands frameworks from previous service museum marketing research in general and service museum research on atmospherics in particular. The framework developed here identifies the direct predictive power of museumscape cues on positive museum visitor's word of mouth, thus increasing knowledge of the customer service experience and service quality and atmospherics management.

The constructs discovered here may help museum managers to carefully design and manage the museumscape to enhance visitors' satisfaction and loyalty.

This study is the first application of servicescape theory in the museum context; previous applications focus on for-profit sectors.

This paper aims to explore how digital technologies can transform the museum into an “interaction platform” able to play a key role in the value co-creation processes of the tourism destination.

The paper applies the “co-creation through interactions” perspective by Ramaswamy and Ozcan. Empirically, the paper is based on the methodology of single case study identified in MArTA, the well-known National Archeological Museum of Taranto (South Italy). Data collection has been implemented through interviews with key informants and secondary data related to online interviews, press release and reports.

Findings provide empirical evidence about the contribution that a digitalization strategy can create a “museum as a platform” in which the interactions between the museum, its stakeholders and other co-creation elements (interfaces, artifacts and processes) bring benefits in terms of tourism experiences and sustainable development of the destination.

This research highlights the cultural changes and the actions that museum management has to implement to properly benefit from digitalization and to transform the museum into a reference point for reflection and innovation.

Elements of originality can be found in (1) the exploration of the wide spectrum of benefits and innovations that digital technologies can offer to the museum-mediated interactions and (2) the contribution to the understanding of the museum as a digitalized “interaction platform” capable of supporting the processes of co-creation of value in the complex network of actors and objects of a tourism destination.

The purpose of this study is to investigate the impact of leaders’ use of motivational language on psychological relatedness and its effect on employee well-being in flexible and remote working conditions.

A survey among 375 full-time working professionals in the US was conducted with varying frequencies of remote work arrangements. For the analysis, we used a series of PROCESS analyses to examine the moderating effect of leaders’ motivational language use on the relationship between participants’ remote work status and relatedness, with employee well-being as the dependent variable.

The findings revealed a significant moderating effect of leaders’ perlocutionary (direction-giving) language use on the relationship between employees’ remote work status and relatedness. Specifically, the relationship between remote work status and relatedness was stronger when the use of perlocutionary (direction-giving) language gradually increased. Such enhanced relatedness, in turn, generated higher satisfaction and psychological well-being. The study shows the strategic advantage of direction-giving language in enhancing relatedness, thereby contributing to higher levels of employee satisfaction and psychological well-being in remote work environments.

The originality of this article lies in its integration of motivational language theory and self-determination theory to explore the well-being of employees within flexible and remote work status. Furthermore, we conceptualize remote work as a continuous variable with different degrees of flexibility, ranging from occasional telecommuting to fully remote work, allowing for a nuanced understanding of how leaders’ use of motivational language interacts with varying levels of remote work arrangements to influence employee well-being.

This study aims to investigate the impact of virtual museum tours on intentions to visit on-site museums. Furthermore, the role of an authentic virtual tour experience and its drivers is examined.

The results of two studies, a field study in collaboration with one of the most renowned museums in Austria (n = 227) and an online survey (n = 153), were analyzed with a series of mediation models.

Visual appeal and narrative quality were significant drivers of an authentic virtual tour experience. Curiosity mediated the positive effect of virtual tour usage intention on on-site museum visit intention.

Although virtual reality has been considered a promising marketing tool in tourism, no research has explored the drivers of an authentic virtual tour experience. The findings of this study not only add new insights into the role of a virtual tour’s visual appeal and narrative quality in generating authentic experience and thus prompting virtual tour usage intentions but also demonstrate that virtual tours positively impact on-site visit intentions driven by curiosity.

The author employed a five-step approach: Data (e.g., qualitative primary and secondary data) collection (about a major project at the examined organisation), Critical thinking (in order to determine the dilemma), Setting learning objectives (e.g., with respect to the Bloom's taxonomy), Testing (in order to confirm the teaching plan) (e.g., with research assistants and doctoral candidates), and Ensuring clarity (e.g., especially for the case narrative).

The site manager at a UNESCO World Heritage Site by the name Ephesus in Türkiye (Turkey) was considering who would update the site management plan. UNESCO was regularly asking for updates. Would site management outsource the management plan from a firm? For example, the site management had had an outside firm develop the management plan and Ephesus had become a UNESCO World Heritage Site. Otherwise, would the site management rely on their own experience this time? Was there another way?

The educators could use the case study to introduce graduate students to “the value conception” in “marketing management” courses and to “the social exchange school of thought” in “marketing theory” courses. The learning objectives develop over the tension between owning and outsourcing main responsibilities of a scientific field as well as the tension between claims and objective evaluations. “The value conception” in “the social exchange school of thought” could improve planning in favour of humanity in a way that the United Nations could recognise (e.g., “value-based planning”). Corresponding discussions motivate a main question about the future: What is marketing for?