Marketing Museums and Exhibitions: What Drives the Interest of Young People

Alex Gofman · HOWARD R. MOSKOWITZ · Tõnis Mets

50 citations0/0 files storedJournal of Hospitality Marketing & Management

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Museums and Cultural Heritage Diverse Aspects of Tourism Research Conferences and Exhibitions Management

Abstract

This article shows an approach to understanding the preferences of museum attendees. It is based on rule-developing experimentation (augmented conjoint analysis) and is demonstrated by a case study assessing what influences the interest of young people to attend an exhibition or museum. The study surveyed 224 U.S. respondents ages 18 to 35 comparing the impacts of features, services, benefits, and the time or type of visits influencing young people to attend an exhibition. The findings will be of interest to museum and hospitality marketing.

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References

2000Learning from Museums: Visitor Experiences and the Making of Meaning 2016The Museum Experience 2003Learning Conversations in Museums 1994The Educational Role of the Museum 2000The museum environment and the visitor experience 2005The Engaging Museum: Developing Museums for Visitor Involvement 2004Research on students and museums: Looking more closely at the students in school groups 1994The Educational Role of the Museum

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2013Developments in Hospitality Marketing and Management: Social Network Analysis and Research Themes 2014Social Inclusion Through Cultural Engagement Among Ethnic Communities 2018What makes a museum attractive to young people? Evidence from Italy 2017Understanding competition and service offer in museum marketing 2015Comparison of engagement and emotional responses of older and younger adults interacting with 3D cultural heritage artefacts on personal devices 2023Dialogues with cultural heritage via museum digitalisation: developing a model of visitors’ cognitive identity, technological agent, cultural symbolism, and public engagement

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