Marketing and Museums

Yorke, David; Jones, Rhiannon

doi:10.1108/eum0000000004773

Cited by 17 publications

(9 citation statements)

References 1 publication

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“…Museums are nonprofit institutions that educate people as well as collect and conserve objects (American Association of Museums [AAM], 2000;Alexander, 1996;McLean, 1994;Ames, 1988;Wilson, 1988;Yorke and Jones, 1984). They may also facilitate research, serve as cultural centers (AAM, 2000), and even provide entertainment (Burgers, 1992).…”

Section: Museum Strategies and Objectivesmentioning

confidence: 98%

Measuring nonprofit marketing strategy performance: the case of museum stores

Mottner

Ford

2005

Journal of Business Research

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Section: Museum Strategies and Objectivesmentioning

confidence: 98%

Measuring nonprofit marketing strategy performance: the case of museum stores

Mottner

Ford

2005

Journal of Business Research

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“…Notably, visitor experiences and benefits gained are important as these elements have strong implications for marketing strategy. However, little attention has been paid by museum management to marketing based on visitors' experience and value gained (Yorke & Jones, 1984); and there has been relatively little interest in visitors' experience of exhibits (Lehn-vom, 2006). Also, there is little empirical evidence of visitors' expectations (Harrison, 1997) and what makes them satisfied with the experience (Mckercher, 2002).…”

Section: Introductionmentioning

confidence: 99%

The Consumption of Museum Service Experiences: Benefits and Value of Museum Experiences

Chan

2009

Journal of Hospitality Marketing & Management

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As museums are becoming more visitor-oriented and facilitating experiences that satisfy their visitors, a deeper understanding of visitor experiences via their personal thoughts and feelings during museum visits are vital. The article reports an exploratory qualitative study that seeks to understand the museum service experience consumption by visitors that are grounded in their own words and actions. The Profile Accumulation Technique (PAT) by John and Less Ross (1995;, as a novel research tool for service experience, was adopted to investigate museum experiences. A sample size of 53 foreign visitors formed the basis for the study, all of whom visited Sabah Museum which is located at Old Palace Hill in Kota Kinabalu, Sabah Malaysia. Findings reveal four benefits gained from visiting Sabah Museum as cognitive, affective, reflective and recreation. Visitors to Sabah Museum are found to be both mindful (education and learning) and non-mindful (recreation and social activities). It suggests that a cognitive approach can no longer be deemed wholly relevant in the museum service experience context. The article adds to the existing literature on museum service experiences. It has important implications for marketing and managing Sabah Museum as service experience consumption place; and contributes to the methodology and theoretical underpinning of service experience research.

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“…Increased and better use of market research is obviously important. Yorke and Jones's (1984) call for a national strategy for market research in museums has still not been achieved, although it becomes increasingly imperative. Museums are in a fortunate position to have national representative organizations such as the M.G.C., A.M.C.…”

Section: Implications For the Future Of Marketing In Museumsmentioning

confidence: 98%

A marketing revolution in museums?

McLean

1995

Journal of Marketing Management

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Traditionally, the purpose of a museum has been to preserve and conserve the collection in its care. Only recently has the notion of service to the public become a critical dimension of a museum's operations. This paper reviews the extent to which marketing has been adopted by museums. It considers the historical legacy which has shaped the current context of museums, and which has consequently formed public attitudes and has inculcated the museum profession's understanding of museums. A review of the museum marketing literature is conducted, and the main issues for the future of marketing in museums are derived. The paper concludes that although there has been a revolution in attitudes to marketing in museums, various factors have inhibited the wholehearted adoption of marketing.

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Marketing and Museums

Cited by 17 publications

References 1 publication

Measuring nonprofit marketing strategy performance: the case of museum stores

Measuring nonprofit marketing strategy performance: the case of museum stores

The Consumption of Museum Service Experiences: Benefits and Value of Museum Experiences

A marketing revolution in museums?

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