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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…

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

Article
Publication date: 24 May 2019

Jesús Garcia-Madariaga, Nuria Recuero Virto, Maria Francisca Blasco López and Joaquín Aldas Manzano

Studies that examine users’ perceptions of museum’s website quality are scarce. The purpouse of this paper is to propose a multi-group comparison between two superstar…

Abstract

Purpose

Studies that examine users’ perceptions of museum’s website quality are scarce. The purpouse of this paper is to propose a multi-group comparison between two superstar museums to outline the variables that define website quality regarding museum websites towards achieving e-loyalty, trust and perceived control.

Design/methodology/approach

The sample comprised 305 valid online questionnaires, collected from a panel survey using a quota-sampling technique. The proposed model was tested using partial least squares analysis multi-group comparison between Prado and Thyssen-Bornemisza museum websites.

Findings

Website quality plays a determinant role in users’ behavioural outcomes. As evidenced in the results for the first time in a museum setting, website quality has the potential of influencing e-loyalty, trust and perceived control. Besides, trust has a positive influence on e-loyalty and perceived control, on trust. The multi-group comparison revealed no significant differences between the two museum superstars, which offer highly useful insights for the correct design of these websites.

Originality/value

This research addresses a multi-group comparison using partial least squares, a quite recent technique that advances knowledge regarding this method. It contributes to knowledge museum website management and online literature by means of proposing website quality as a dimension that includes content, ease of understanding, emotion, informational fit-to-task, promotion and visual appeal and by revealing significant effects of the relationships of the proposed model. Museum managers are provided with valuable inputs to design websites in an appropriate and suitable way for their users so they will be more willing to repeat their navigation experience.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 13 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

Open Access
Article
Publication date: 3 April 2019

Francisca Blasco-Lopez, Nuria Recuero Virto, Joaquin Aldas Manzano and Daniela Cruz Delgado

The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to…

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Abstract

Purpose

The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum-generated content (MGC) on perceived information quality and perceived customer service and perceived information quality and perceived customer service on visit intention and, second, to test the model with two samples to make comparisons that provide useful insights.

Design/methodology/approach

Data were collected through an online survey that achieved 308 valid responses. A multi-group analysis was conducted to compare the results from two groups: users of the Frida Kahlo museum and Anahuacalli museum FFPs.

Findings

The results reveal that there are significant differences between the two samples regarding the direct effects of perceived information quality on visit intention and perceived customer service on visit intention. The authors also noted a slight difference between the two museums’ FFPs in the relationship between MGC and perceived information quality.

Research limitations/implications

Further research is needed to examine other FFP factors that influence visit intention to clarify the results obtained from the two samples and to analyse the proposed model in other settings. This research contributes to the literature concerning the impact of online platforms on visit intention.

Originality/value

The findings provide useful insights for managers as to how to increase their FFP followers’ intention to visit their establishments.

Objetivo

El propósito de esta investigación es examinar el papel que desempeñan las páginas de fans de Facebook (PFFs) en la generación de intenciones de visita. El objetivo de este estudio es doble: primero, examinar los efectos del contenido generado por el museo sobre la calidad de la información percibida y el atención al cliente percibido, y la calidad de la información percibida y el atención al cliente percibido sobre las intenciones de la visita y el segundo, probar el modelo en dos muestras para establecer una comparación que proporcione ideas útiles.

Diseño/metodología

Los datos fueron recogidos a través de una encuesta online de 308 respuestas válidas. Se realiza un análisis multigrupo para comparar los resultados entre dos grupos: PFF del museo de Frida Kahlo y la PFF del museo Anahuacalli.

Resultados

Los resultados revelan que existen diferencias significativas entre las dos muestras con respecto a los efectos directos de la calidad de la información percibida en las intenciones de visita y el servicio al cliente percibido en las intenciones de visita. También se ha observado una ligera diferencia entre las PFF de los dos museos en la relación entre el contenido generado por el museo y la calidad de la información percibida.

Limitaciones/implicaciones

Se necesita más investigación para examinar otros factores en las PFF que influyen en las intenciones de visitar, aclarar los diferentes resultados obtenidos en las dos muestras y analizar el modelo propuesto en otros entornos. Esta investigación contribuye a la literatura sobre el impacto de las plataformas online en las intenciones de visitar.

Originalidad/valor

Los resultados proporcionan información útil para los gerentes sobre cómo aumentar las intenciones de sus seguidores de visitar sus establecimientos.

Palabras clave

Intención de visitar, Contenido generado por el museo, Calidad de la información percibida, Atención al cliente percibido, Facebook

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

Article
Publication date: 14 January 2022

Nuria Recuero-Virto and Cristina Valilla-Arróspide

In a sector that needs to satisfy a fast-increasing population, advancements like cultivated meat and bio-circular economy are basic to sustain the industry and the…

Abstract

Purpose

In a sector that needs to satisfy a fast-increasing population, advancements like cultivated meat and bio-circular economy are basic to sustain the industry and the society. As innovations are key for economic and social progress, it is crucial to understand consumers' position on this matter.

Design/methodology/approach

Based on text data mining, 7,030 tweets were collected and organised into 14 different food-related topics. Of the total, 6 of these categories were positive, 5 were negative and 3 were neutral.

Findings

In total, 6 categories related to food technologies were positively perceived by Twitter users, such as innovative solutions and sustainable agriculture, while 5 like the virtual dimensions of the industry or crisis-related scenarios were negatively perceived. It is remarkable that 3 categories had a neutral sentiment, which gives ground to improvement before consumers have a negative opinion and consequently will be more complicated to change their minds.

Originality/value

Technological innovations are becoming predominant in the food industry. The SARS-CoV-2 pandemic has made the sector improve even faster. Traditional methods needed to be substituted and technologies such as robots, artificial intelligence, blockchain and genetics are here to stay.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 February 2018

Maria Francisca Blasco López, Nuria Recuero Virto, Joaquin Aldas Manzano and Jesús Garcia-Madariaga

The purpose of this paper is to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in…

Abstract

Purpose

The purpose of this paper is to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in order to test a model of market orientation, where 11 experts were interviewed and 122 employees of archaeological sites answered the e-questionnaire.

Design/methodology/approach

Partial least squares path modelling regression was employed to examine the measurement and structural model.

Findings

The findings have revealed that market orientation and innovativeness positively and significantly influence tourism sustainability, measured in economic and social terms. Besides, tourist functionality has been determined as an antecedent of market orientation.

Research limitations/implications

This study is limited by the sample sizes of both researches. The model has second order constructs (market orientation, innovativeness and tourism sustainability) that include related concepts to increase parsimony and understand relations with other variables. As a result, separate effects of these dimensions have not been measured, which could report interesting findings in future-related studies.

Practical implications

The results suggest useful insights for managers to improve social and economic sustainability in archaeological sites. Innovativeness affects tourism sustainability, which reinforces the idea that offering technological and organisational innovations improve economic and social sustainability. Besides, it has been proved that market orientation is a necessary precondition to guarantee social and economic sustainability.

Originality/value

This paper assists scholars and practitioners by shedding light on the comprehension of tourism sustainability.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. 8 no. 3
Type: Research Article
ISSN: 2044-1266

Keywords

Book part
Publication date: 14 October 2019

Nuria Recuero Virto and Maria Francisca Blasco López

Purpose: In the experience economy, the main challenge for museums is not only to attract visitors but also to preserve artworks. Given this circumstance, this chapter…

Abstract

Purpose: In the experience economy, the main challenge for museums is not only to attract visitors but also to preserve artworks. Given this circumstance, this chapter aims to offer an overview of how these cultural organisations have emerged as labs of the future culture, where all kind of technological experiments are tested so as to fulfil their mission.

Design/methodology/approach: This chapter is based on extensive literature review on issues related to robots, artificial intelligence and service automation (RAISA) in the museum sector. Examples illustrate the role of technology in the experience design and preservation of cultural resources.

Findings: 1) A chronological framework of museums’ orientations is established to understand the evolution toward the technology-driven present period. 2) Robots, artificial intelligence and service automation have a meaningful contribution to make in guaranteeing visitor arrivals. 3) This technological phase requires a tourism workforce with new skills.

Research limitations/implications: Few academic studies concerning to the use of robots, artificial intelligence and service automation in the museum sector were found. Hence, more empirical studies are required to completely corroborate the chapter’s suggestions.

Practical implications: An enlightening path for the service design of multisensory and participatory is proposed, as a useful guide for heritage managers, marketing practitioners and tourism planners.

Originality/value: Museum management has been always receiving the attention of managers, policymakers, scholars, among others. Insights of how technology enhances heritage preservation and the improvement of museum services throughout numerous examples can direct them to increase knowledge and adopt these practices.

Details

Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality
Type: Book
ISBN: 978-1-78756-688-0

Keywords

Abstract

Details

Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

Content available
Book part
Publication date: 14 December 2018

Abstract

Details

Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

Content available
Book part
Publication date: 14 October 2019

Abstract

Details

Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality
Type: Book
ISBN: 978-1-78756-688-0

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