Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences |
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| Authors: | Carmen Camarero Eva Vicente |
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| Institution: | 1. Department of Business Administration and Marketing, Faculty of Economics and Business, University of Valladolid, Valladolid, Spain;2. Department of Applied Economics, Faculty of Economics and Business, University of Valladolid, Valladolid, Spain |
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| Abstract: | This paper aims to explore the link between creativity orientation, investment in visitors’ experience and operating and funding performance in tourist attractions, taking museums as a case study. The empirical work is based on an analysis of the information provided by a sample of Spanish, French, German, British and American museums. The findings highlight the positive impact of creativity orientation on museums’ operating performance, but show a curvilinear effect on funding performance. The use of new technologies and adaptation to the audience proves positive when seeking to attract visitors. |
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| Keywords: | Creativity visitor experience museums cultural heritage management cultural tourism museum funding technology innovation performance tourism marketing |
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