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Book part
Publication date: 16 July 2019

Cees B. M. Van Riel

The chapter focuses on two interrelated research questions: why are museums so popular? and what can commercial enterprises learn from them? The chapter explains the popularity of…

Abstract

The chapter focuses on two interrelated research questions: why are museums so popular? and what can commercial enterprises learn from them? The chapter explains the popularity of museums by elaborating on the special characteristics of the cultural and economic roles of these institutions in society based on evidence in academic research and in policy documents. The chapter then provides data from a survey of 6,419 visitors and 5,065 non-visitors of the 18 most well-known (art) museums spread among 10 countries around the world. It provides evidence regarding what factors differentiate the reputations of the most reputed museums from those that are less appreciated based on museum-related factors, along with factors related to the country and city where the museum resides. The chapter concludes by examining reputation management lessons, the business can draw from the way museums operate and how they are perceived.

Details

Global Aspects of Reputation and Strategic Management
Type: Book
ISBN: 978-1-78754-314-0

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Book part
Publication date: 9 February 2023

Silvia Fissi, Elena Gori and Alberto Romolini

The reputation has a significant impact on business, and it influences by causing an exponential positive or negative effect. There are many different issues that affect the level…

Abstract

The reputation has a significant impact on business, and it influences by causing an exponential positive or negative effect. There are many different issues that affect the level of reputation, and they are independent from the sector of the activity. If we focus on museums, previous studies mainly highlight the different strategies in order to manage and to increase their reputation. However, each research points out a specific aspect linked to the engagement, the use of digital technologies, or social media platforms. Our research aims to deep investigate the governance and leadership drivers in order to increase positive feeling within stakeholders also by using social media instruments. This research has indeed an exploratory nature as, to the best of our knowledge, no previous research focused on a similar strategy that characterizes for a “stellar” manager applied to a small museum in a small city.

The research uses a case study by observing the effects of selecting a well-known manager of the top ranked museum in the world (Louvre) in order to boost the reputation of a “startup” museum barely known (Pistoia Museums). After having analyzed the main drivers of reputation of the case, the study uses interview with the scientific director of the small museum.

The results contribute to the discussion about the drivers and the different strategies to boost reputation by showing how the management and leadership issues are able to increase it rapidly. However, findings also point out the need to have a clear overview about the digital tools applied to an adequate communication. The results show how the flexibility of a small growing museum can positively affect and boost reputation. This strategy can be applied to other small museums that aim to affirm their identity.

Details

Online Reputation Management in Destination and Hospitality
Type: Book
ISBN: 978-1-80382-376-8

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Article
Publication date: 1 August 2003

Greg Wood and Ruth Rentschler

Arts organisations, unsure of the level of continued government funding available and confronted with the need ever to improve, are seeking new ideas upon which they can focus. At…

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Abstract

Arts organisations, unsure of the level of continued government funding available and confronted with the need ever to improve, are seeking new ideas upon which they can focus. At a time when leadership and governance in arts organisations have changed in line with cultural expectations, how is their ethical stance assessed? How does their ethical stance impact on reputation? The challenge to build a good reputation starts at the top of the organisation; however, traditionally, one type of arts organisation, art museums, has focused on the activities level. In an age of globalisation, economic restructuring and technological change, museums therefore may be seen as a contradiction. Traditionally seen as temples for the muses, today’s museums are being challenged to be ethical for society and to build their reputation. As a solution, proposes a cooperative model of cultural organisational ethics that attempts to provide a framework by which arts organisations can put in place ethical artefacts that enhance organisational reputation, rather than detract from it.

Details

Management Decision, vol. 41 no. 6
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 21 August 2017

Nuria Recuero Virto, Maria Francisca Blasco López and Sonia San-Martín

This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation…

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Abstract

Purpose

This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability.

Design/methodology/approach

The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums.

Findings

The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation.

Practical implications

This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes.

Originality/value

By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Details

Tourism Review, vol. 72 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

Abstract

Details

Global Aspects of Reputation and Strategic Management
Type: Book
ISBN: 978-1-78754-314-0

Article
Publication date: 27 May 2021

Aleksei Gorgadze, Anastasia Sinitsyna, Julia Trabskaya and To'neill Bala

The main purpose of this study is to examine the relationship between ranges of affective components that have an impact on the revisit intention of museum visitors, in the…

Abstract

Purpose

The main purpose of this study is to examine the relationship between ranges of affective components that have an impact on the revisit intention of museum visitors, in the context of a major city event. The study reveals the most significant factors that affect decision-making by applying the findings to a structural equation modelling (SEM) and conditional inference tree (CTree).

Design/methodology/approach

The paper utilises face-to-face survey research at the “Long Night of Museums” event in Saint Petersburg, 298 questionnaires were completed on the night of the event. The empirical part of the research is based on the SEM and interpreted by using the CTree. The SEM model measures the direct and indirect influence of the cognitive and affective components; the CTree enables the testing of both component and the joint effect they both produce.

Findings

This study shows a strong indirect correlation between the cognitive component of the major city event and the revisit intention of museum visitors. When focussing on affective components, both the SEM and the CTree demonstrated that attractiveness and atmosphere are revealed to be the most impactful elements regarding visitor retention and repeat custom. The research allows for a deeper understanding of visitor behaviours, intentions and their decision-making processes.

Practical implications

The results of the study allow museum managers to understand how to create repeat custom amongst visitors, by appreciating the importance of participation in major city events and the role that attraction and atmosphere play when creating intention for repeat visit. The research has uncovered which dimensions are the most important to visitors, and as a result, these particular dimensions should be thoroughly developed by museums in future in order to attract and repeat visits. This study has demonstrated the practical implications for museums participating in city events. When considering policy makers, this particular research provides an opportunity to develop recommendations for future city events, as well as using the CTree to assess and predict the effectiveness of visitor behaviour.

Originality/value

This is an original study which aims to integrate the impact of the perceived value of the cognitive component and a new range of affective elements regarding museum retention in the context of a major city event. The study includes newly developed dimensions of perceived value, as well as a unique focus on affective dimensions such as – atmosphere and attraction. Another point of originality is provided by using a CTree, which captures an in depth understanding of the intention formation process. This study provides an opportunity to advance our understanding of visitor decision-making processes.

Content available
Book part
Publication date: 16 July 2019

Abstract

Details

Global Aspects of Reputation and Strategic Management
Type: Book
ISBN: 978-1-78754-314-0

Book part
Publication date: 22 June 2012

Jane Legget

This chapter describes a participatory case study undertaken at a museum in New Zealand, involving a varied range of museum stakeholders. The research investigated aspects of…

Abstract

This chapter describes a participatory case study undertaken at a museum in New Zealand, involving a varied range of museum stakeholders. The research investigated aspects of museum performance assessment in the context of public accountability from the perspectives of different communities of interest, including Maori, the indigenous people of New Zealand. The complex research design involved identifying key stakeholders, and then conducting focus groups with a diversity of stakeholder types. Through a brainstorming process, these groups co-created texts which formed the raw data for the study. The stakeholder-generated texts were interpreted at various stages to produce ‘Possible Performance Statements’ which reflected the understandings and concerns of the various stakeholders in relation to the case museum's performance. Adopting the concept mapping approach developed by Trochim, the focus group participants then sorted the statements into conceptual constructs which made sense to them, and also rated the statements according to their relative importance as criteria for assessing their museum's performance. Proprietary software that is used to analyse the sorting and rating data produced concept maps and pattern matches which facilitated interpretation of the participants’ perspectives. The visual representations of the quantitative analyses enabled qualitative consideration leading to the development of a framework for museum performance assessment which would be more holistic and locally relevant and which would address stakeholder concerns.

The application of this intricate hybrid research design provided lessons which suggested other ways to gain richer data and deeper insights from the concept mapping approach, especially in a cross-cultural context. Participatory approaches which allow collective, as opposed to individual, interpretation of the co-created texts may be more suitable in certain cultural contexts, in this instance among Maori participants. The approach adopted was resource-intensive, requiring tight organisation and flexibility, greatly assisted by piloting the processes and using a professional editor to prepare the texts for interpretation by the participants. To maximise the insights from the focus groups, audio-recording of the research participants’ discussions as they generated their texts relating to museum performance assessment should be considered, as well as involving participants in the interpretation of the concept maps.

Details

Field Guide to Case Study Research in Tourism, Hospitality and Leisure
Type: Book
ISBN: 978-1-78052-742-0

Keywords

Article
Publication date: 29 July 2014

Paola Castellani and Chiara Rossato

The purpose of this paper is to see whether companies that have set up company museums and archives realise the communication potential of this tool and in what terms such…

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Abstract

Purpose

The purpose of this paper is to see whether companies that have set up company museums and archives realise the communication potential of this tool and in what terms such potential may have been actualised.

Design/methodology/approach

The paper opted for an in-depth study in order to get an insight into the perception of the communication potential of the museum and archives. All of the 52 companies associated with the association “Museimpresa” were contacted, the members of which are the main companies in Italy that have set up their own museum and archives. Each company has been interviewed through a detailed and structured questionnaire carried out involving either the business owner or the marketing, communication or external relations manager or the curator of the museum/archives.

Findings

A company museum-archives is used mainly to spread awareness of the heart, identity, values and history of the company. The investigation has moreover provided how its communication strengths impact on the image and the reputation of the company and on the sense of belonging between the enterprise and its community.

Research limitations/implications

This study is a first step of a path aimed at measuring on a large scale the real communication potential of company museums and archives.

Practical implications

What would seem to be important for management with a real desire to make best use of the potential of a company museum-archives is to facilitate its interactivity, its ability to build and maintain relationships, its connection with the corporate culture and to convey a real enthusiasm for vision and future-oriented memory.

Originality/value

This paper provides a contribution to the awareness of communication potential of the company museum and archives, a recognition that remains largely still to be explored.

Details

Journal of Communication Management, vol. 18 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 10 July 2007

Alain d'Astous, François Colbert and Marilyne Fournier

The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the…

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Abstract

Purpose

The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts.

Design/methodology/approach

An experiment was conducted in which the type of extension strategy, as well as other variables identified as potentially having an impact on consumer attitudes, were manipulated.

Findings

The results showed that, whatever extension strategy is chosen, the new product should be congruent with the arts organization's activities and should be of low complexity. If these conditions are met, a co‐branding strategy appears to be preferable.

Research limitations/implications

Because only two arts organizations were analyzed in this study, i.e. museums and symphonic orchestras, future studies should consider other domains of the arts. New products introduced as brand extensions should be simple and congruent with the business activities of the arts organization. If the product is not congruent with the organization's activities, then simple brand extension appears be a better strategy.

Originality/value

This study has examined the extent to which marketing strategies that work for conventional goods and services may succeed in the case of artistic and cultural products. It brings valuable knowledge to managers of arts organizations and marketing researchers with respect to the impact of brand extension strategies in the arts.

Details

Journal of Services Marketing, vol. 21 no. 4
Type: Research Article
ISSN: 0887-6045

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