Cultural consumption,interactive sociality,and the museum

Abstract

Within marketing and consumer behaviour research, museums have been generally conceptualised as public consumption spaces where visitors benefit from a variety of affective, recreational, and cognitive experiences. As such, the social context has been largely subordinated to enhancing visitors’ cultural consumption experience in the physical environment of the museum. Our study takes a reverse path by highlighting how the cultural consumption experience in the museum nourishes ‘interactive sociality’ both inside and outside the museum. The analysis of our qualitative data (interpretive individual and group interviews and non-participatory observations) on Kelvingrove Museum and Art Gallery in Glasgow, UK, imply that by leveraging interactive sociality, managers can enhance the museum’s value proposition and societal worth in contemporary society.

The paper critiques museum studies’ over-reliance on (social) psychology theories and demonstrates the value of adopting alternative (sociocultural) approaches to the advancement of theory in the field. It provides evidence for the fact that cultural consumers’ interaction with(in) the organisation is not confined to the physical boundaries of a given context. People extend their varying experiences and sensibilities to other domains beyond the museum walls.     

Action at the exhibit face: video and the analysis of social interaction in museums and galleries

ABSTRACT

Whilst we can observe a considerable increase in importance of arts and museum marketing, research of people’s engagement with art in exhibitions is relatively rare. This neglect of people’s action and interaction in exhibitions is somewhat surprising considering that it is in exhibitions where museums are in direct contact with their audience. This article begins with a review of the emergence of video-based research in the social sciences before turning to the use of video for the study of visitor behaviour in exhibitions. It contributes to recent debates on experiential and sensory marketing by examining three video-recorded fragments of interactions at exhibits in museums. The analysis of the fragments suggests that people’s experience of exhibits arises in social interaction with others. The article ends with a discussion of the theoretical and methodological contribution of video-based research in museums and of implications of such research for those involved in the management and design of museums and other experiential environments.     

破除学科壁垒 构建联动机制——中国科技文化馆联合体建设的国际比较研究

在科技与文化日趋融合的时代背景下，各类博物馆和专业机构向社会传播科学文化的职能与日俱增，人民对科学文化的迫切需求需要科技馆和文化馆形成合力。本研究深入分析了美国博物馆联盟的构成和运行机制，并与中国博物馆协会和中国自然科学博物馆学会在专委会设置、职能分工、行业奖项设置、专业人才培养等维度进行了比较分析，总结了两国在全国性博物馆组织中存在的共性和差异。基于分析结果，提出了各类博物馆和专业机构破除学科壁垒、构建联动机制的重要性，并对中国科技文化馆联合体的机制建设提出了建议。     

(Mis)trust in marketing: a reflection on consumers' attitudes and perceptions

Consumers are at the focal point of marketers' attention. However, while extensive research is devoted to understanding consumers' motivations, attitudes and behaviour, surprisingly little attention is given to the consumers' views of marketing itself. This paper explores consumers' attitudes towards marketing and their perceptions of it, reflecting critically upon their views. Since much criticism of marketing focuses on its role in promoting consumption, we also consider perceptions of current levels of consumption and the extent to which marketing is held responsible for them. Based on 29 in-depth interviews we find evidence suggesting the prevalence of negative attitudes towards marketing, especially associated with deceptive or dishonest campaigns, although marketing's informative role is acknowledged. Importantly, findings reveal a limited understanding of the discipline, suggesting a gap between the concept of marketing and consumers' perceptions of it. This paper sends marketers important messages from consumers and offers grounds for further debate.     

当代科技馆展品叙事的审美创新——以中国科技馆为例

科技馆是进行科学普及的主要场所，也是提升全民科学文化素质的重要阵地。陈列于科技馆的展品展项则是实现科技馆科学普及要义的关键所在，亦是沟通科技馆与大众的重要媒介。随着大众媒介的不断演进，特别是媒介融合的加速与互联网技术的发展，加之大众文化的兴起，以及“读图时代”“视觉时代”的到来，科技馆的展品叙事也相应地发生了调整与转变。因此，对展品叙事的研究就显得十分必要。本文以中国科技馆为例，从展品叙事切入，通过融媒体叙事、影像化叙事以及故事化叙事三个维度，探索当代科技馆展品叙事的审美创新，以期勾勒出新时期科技馆展品创作、传播的新路径。     

How algorithmic cultural recommendation influence the marketing of cultural collections

Museums make their collections available online to keep pace with developments in how people access and share information. While museums have traditionally understood the notion of public access as part of their institutional remit, in this paper I draw on policy documents and qualitative interviews with Australasian cultural professionals, to examine how the discourse of access might account for the museum’s transformation from a community space to a resource that is beneficial to marketers. I use Google Arts & Culture as a case study, to suggest the terms of public access have altered to adapt to the needs of commercial “digital enclosures.” When people engage with the museum in virtual spaces data are collected. Algorithms work as a set of instructions that make it possible to search, sort and organise the data, linking together people and their online practices in order to enact a form of algorithmic cultural recommendation.     

To Technovate or Not to Technovate? Examining the Inter-Relationship of Consumer Technology,Museum Service Quality,Museum Value,and Repurchase Intent

Increased reliance on technology has driven museums to consider the technology required to provide a creative cost effective experience. Technovation is a process of developing and innovating services using technology. This research will contribute to a better technology investment decision-making for museum managers and advance understanding of consumer value, co-creation, technology use and museums. Structural equation modelling was conducted on a survey administered to 412 museum visitors to test technology efficacy, technology acceptance, service quality, museum value and repeat intent in museums. Results indicate the significant relationships of technology self-efficacy, technology acceptance, service quality, museum value to repurchase intention. Consumers supported the role of technology and suggested that technology innovation in museum service delivery is essential. The research suggests that to ensure value co-creation, technology management must guide and support the visitor with the interaction. This is the first known paper testing this system of relationships in the museum context.     

网络数字时代提升我国文化贸易发展水平研究——以博物馆为例

博物馆是促进文化贸易、提升文化软实力的重要途径,网络数字技术发展为博物馆提升文化贸易水平创造了良好条件。本文在系统梳理我国博物馆运用网络数字技术现状的基础上,提出了还存在技术应用不足与技术应用过度、文化内涵挖掘展陈不够、与海外观众沟通不充分、国际交流水平不高等问题,并从宏观层面和微观层面对提升我国博物馆文化贸易发展水平提出了具体对策建议。     

Operators' Attitudes Toward Sustainable Tourism Development Concept in Ghana

Abstract

This paper examines the operators' attitudes towards sustainable tourism development concept in Ghana, using Butler's (1993) five constructs.

The major finding is that Ghanaian tourism operators (private and public) have favorable attitudes toward sustainable tourism development concept. However, its implementation is constrained by a state of inertia such as cost and expertise. Therefore, a comprehensive training in development of tourism, human resources, and the marketing and promotion of the concept needs to be implemented by the government in order to bring about a better awareness and benefits of this concept.     

Marketing in the Nonprofit Sector–The Unique Case of Art Museums

ABSTRACT

Art museums face the problem of survival while endeavoring to maintain their sometimes lofty intellectual and educational missions. Threats abound in the external environments from reductions in funding from national, state, and local agencies to threats from competition, which may be any form of entertainment, leisure activity, or educational effort. A study was conducted to examine the marketing practices in art museums in the southeastern United States to identify the museums' responses to these threats. The findings describe the marketing practices deemed successful and used most frequently by most museums and the marketing practices that appear to be the least helpful and least used.     

基于激光切割技术的科技馆文创产品开发实践研究——以“记里鼓车拼装玩具”为例

科技馆开发文创产品,能够更好地实现自身的社会功能,对于延伸科技馆科普教育功能、满足公众对科普事业的需求具有重要意义。激光切割技术,作为一种加工制作方法,为文创产品研发设计提供了技术支持。本文基于激光切割技术的文创产品（拼插玩具）的开发实践,阐述激光切割技术在文创产品开发中的应用、科普文创产品设计理念与开发策略、自研科普文创产品研发思路与开发流程等,以期对科技馆行业内的文创产品开发工作有所启示。     

Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors

This paper reports on a study that seeks to assess an extended typology of consumer social networking engagement behaviors. Drawing on uses and gratifications theory, this study assesses consumer engagement with social media, where consumer engagement incorporates consumer responses to marketing communications. The paper argues that certain motivations for social media use serve as antecedents to general attitudes toward social networking sites, which subsequently affects attitudes toward marketers' social networking sites. These attitudes then influence subsequent consumer engagement behaviors. The results show that social facilitation motivation, participating and socializing motivation, and information motivation positively influence consumers' general attitudes toward social networking sites, which had a strong effect on their attitude toward marketers' social networking sites. The relationship between attitudes toward social networking sites and engagement with social networking sites was mediated by attitudes toward marketers’ social networking sites also mediated. The current study brings together the online advertising perspective and the consumer motivation/gratifications perspective of using social media in branding and marketing into a conceptual model that holds up to empirical testing. The paper ends with a discussion of some limitations of the study and proposes avenues for future research.     

Trends in Total Advertising Expenditure In 10 Countries, 1970–1983: America,Australasia and the Far East

The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature. However, few studies have specifically dealt with this topic from the advertising practitioner's perspective. This paper reports the findings of an empirical investigation aimed at determining some of the factors and underlying perceptions contributing to American advertisers' and agency representatives' attitudes toward comparative advertising. Often-cited criticisms/concerns about comparative advertising as well as past and future plans to use a comparative format were specifically considered.     

多元主体参与的科技馆区域协同发展模式研究

科技馆作为提升全民科学素质的重要基地,面临进一步提升科普服务能力、优化科普资源配置的急切需求。近年来,我国科技馆在区域协同发展、资源共建共享等方面取得了一些成功经验,逐渐摸索出总分馆制、科普联盟、社会共建等区域协同发展模式,有效推动了资源共享与社会协同程度,但也面临着发展不平衡、运行管理制度欠缺等困境。为了推进构建多元主体参与的科技馆区域协同发展新格局,应当坚持开放共享的发展思路,通过加强顶层设计,增强自身造血功能,构建评价体系等途径实现科技馆健康有序发展。     

中国科技馆文创产品开发试点工作实践与思考

文创产品是科技馆展览功能和教育功能的有效补充和延伸，是可以带回家的“移动科技馆”，开发成功的文创产品可以辅助科技馆更好地传播科学和服务公众。本文通过梳理国内外博物馆文创产品的开发现状及有效做法，结合中国科技馆文创产品开发试点工作的实践经验，对博物馆文创产品的内涵进行了界定，并围绕科技馆行业如何更好地发展文创产业提出建议和对策，以期为全国的科技馆文创产品开发工作提供借鉴。     

高校博物馆义务讲解员的培养与发展——以成都理工大学博物馆为例

高校义务讲解员是由志愿者组成的一支服务于高校博物馆参观、讲解的团队。义务讲解员不仅增强了高校博物馆的科普教育力量,而且大力宣传了高校博物馆的文化,起到了博物馆沟通社会的纽带和桥梁作用。成都理工大学博物馆,在培养和发展高校义务讲解员团队方面,积累了较为丰富的工作经验。可使之更好地为高校博物馆的科普教育服务。     

A story to sell: The influence of storytelling on consumers' purchasing behavior

Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in marketing, this research examines how the marketing literature has addressed the influence of storytelling on consumers' purchasing behavior. The findings aid in understanding how the topic has been discussed from a marketing perspective in consumer behavior studies. Through a systematic literature review using a bibliometric analysis, we demonstrate that the marketing literature features four strands about the uses of storytelling to influence consumers' purchasing behavior. First, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior.     

Understanding the Influences of Atmospheric Cues on the Emotional Responses and Behaviours of Museum Visitors

ABSTRACT

The ability of an atmosphere to affect consumer emotions and behaviour is known to be particularly relevant for service organisations. This study examined the role of atmospherics in a service domain via a survey of the responses to relevant stimuli among a sample of visitors to ten UK museums. A model indicating the relationships between museum atmospherics and visitor conduct was developed and tested. Visitors' internal reactions to various atmospheric factors were explored and the consequences of these responses for an individual's approach-avoidance behaviour were evaluated.     

Consumers' Attitudes toward Products and Associated Marketing Unethicality as Predictors of Buying and Using Preferences: The Case of Russia

This study examines (1) the differences in Russian consumers' attitudes toward European and domestic household goods and associated unethicality of firms' marketing practices, as well as the differences in consumers' buying and using preferences and (2) the effect of consumers' attitudes toward the products and associated marketing efforts on their buying and using preferences. The findings indicate that country of origin has a substantial effect on the attitudes of Russian consumers toward all product/marketing cues examined, whereas consumers' attitudes toward products and associated marketing unethicality are important determinants of their buying/using preferences. Implications and future research directions are discussed.     

Marketing and public relations: the relationship revisited

This paper reviews the debate within both the marketing and public relations literatures concerning the relationship between the disciplines of marketing and public relations. The paper considers the arguments advanced in the marketing literature, in particular, for a growing convergence between these two disciplines and examines the recent emergence of the concept of'marketing public relations'. Here the paper takes as one starting point an article which identified a number of possible schematic representations of the relationship between the marketing and public relations functions and argues the case for a model of increasing convergence between them.The paper goes on to consider the more recent development of ‘marketing public relations', examining the arguments advanced. The paper argues that from a public relations perspective, the concept of marketing public relations can be seen as an attempt by marketers to ‘hijack’ public relations, incorporating it as an extra element within the promotional mix in order to inform, persuade or remind existing and prospective customers of product or company benefits. It is argued that what some marketers have termed marketing public relations may be no more than the publicity element of public relations practice under a new guise — one perhaps more acceptable than publicity in the societally orientated firms of today. The paper explores two distinct schools of thought — re-examining the relationship between marketing and public relations from both perspectives. The paper suggests that the uneasy symbiosis between these two functions in practice, reflects to a large degree the ambiguity surrounding the relationship between these concepts within much of the literature.