Scoping the Challenge: Entrepreneurial Arts Management in Times of Uncertainty

Burton, Christine

doi:10.1080/10632920309597345

Cited by 15 publications

(14 citation statements)

References 7 publications

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“…However the competition for visitors' time and money has also increased and is compounded by the growth of new commoditized leisure products and services which offer similar types of benefits to museums but which may also be fast-tracked, more accessible, and less engaged (Oliver et al, 2002;Burton, 2003).…”

Section: Museums Within the Leisure Environmentmentioning

confidence: 98%

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Burton

Louviere²,

Young³

2008

J of Philanthropy and Mktg

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How people make choices in relation to cultural and leisure consumption has been explored from the viewpoint of motivation, lifestyle segmentation, and lifecycle. Little is known about the specific characteristics associated with choices to visit, re-visit, or not to visit a museum. Understanding characteristics of choice, developing incentives, bundled packages, and levels of pricing is an essential element in marketing strategies for museums operating in a competitive leisure marketplace. However, determining what really matters to cultural consumers is complex and methodologies to assist in unraveling such complexities are not easily identified. This study aimed to address ways in which people respond to specific incentives as influences in choosing museum visitation. The study was conducted in two major museums in Australia to determine how useful choice modeling is in identifying features that matter to cultural consumers. The results suggest that choice modeling has much to offer in relation to understanding the benefits people are seeking from a museum experience as well as offering strategic insight into potential collaborative ventures and re-combinations of existing museum products and services.

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Section: Museums Within the Leisure Environmentmentioning

confidence: 98%

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Burton

Louviere²,

Young³

2008

J of Philanthropy and Mktg

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“…As Burton 34 indicated, researchers agreed that it became very important for the art and cultural industry to seek out partnerships with competitor leisure providers and understand the cultural consumption patterns and preferences of their visitors. Regardless of the focal characteristics of the studies, there appeared to be shared recognition of the strong need to understand cultural consumers better and establish programs more strategically.…”

Section: Audience Researchmentioning

confidence: 99%

“…Many studies agree that partnerships are a real strength of the program. 34,72,73 Organizations can fi nd that developing work through partnerships or as part of a consortium provides invaluable support. 73 They will be able to exchange the expertise, experience and audiences, and establish more effi cient and appealing communication programs for their potential audience.…”

Section: Implications and Conclusionmentioning

confidence: 99%

Understanding of consumption behaviors in art and cultural sectors for developing successful communication plans

Kang

2010

J Target Meas Anal Mark

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know about who consumers are. The collection of information aids in defi ning the scope of the problem, identifi es possible communication strategies, provides information about the target audience, fi nds what messages work best and how they should be framed, determines the most credible messengers, and identifi es the factors that can help or hinder the campaign.2,3 The information will be useful for both individual behavior change communications promoting behaviors that lead to an improved individual or social well-being and policy change campaigns mobilizing public and decision-maker support for policy support or change. 4 -6 This research incorporates three questions corresponding to the research objectives: (1) Are there any variables that explain patterns in art and cultural consumption behaviors?; (2) If those variables exist, are there any relationships among those variables?; and (3) Can people be categorized by relationships found among the variables? According to Grunig and Repper ' s 7 situational theory of publics, this study will explore how people are engaged in art and cultural activities, reveal any stereotyped patterns and salient differences in cultural consumption, and analyze them through a valid clustering of audiences. It will contribute to identifying, understanding, interpreting and predicting audience behaviors in the art and cultural industry, and will enhance planning more effi cient and target-oriented communication campaigns. THEORETICAL FRAMEWORK AND LITERATURE REVIEWThe rationale for the approach taken by this study comes from audience research, and attitude and behavior-linkage theories. Audience research represents the importance of knowing audience attitude and behavior for customizing messages to the needs of target audiences. Linkage of attitude and behavior is described by the two widely used theories: the Theory of Planned Behavior (TPB) and the Social Cognitive Theory (SCT). With a long history and popularity of the two theories, the association between attitude and behavior is regarded as the appropriate theoretical framework for developing the survey questionnaire. Audience researchThe idea of audience research has been characterized with its emphasis on message receivers. There has been a widespread and enthusiastic call for convergence in theoretical approach and research traditions. 8 -11 This call for convergence has centered on the audience of mass communication.12 One key notion was a re-conceptualization of the audience as an active producer of meaning.13 Morley 14 showed that divergent groups responded in very different ways to certain media, according to where people were situated. Another fi nding was that people seek out media content that reinforced what they thought and to avoid content that challenged their beliefs. 13Existing research supported that sub-cultural formations within the audience infl uenced the extent to which media representations were accepted or not. 15,16 The mass audience has been shown to be signifi cantly heterogeneous, particular...

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“…Discrete choice experiments (DCEs) and associated discrete choice models (DCMs) offer a potential way to quantify what drives museum visitor choices (Burton, 2003;Burton & Scott, 2003). In the research reported below, DCMs are used to analyze the outcomes of a DCE in which past or potential visitors were asked to make choices in a series of choice sets.…”

Section: Discrete Choice Experiments and Tourism Researchmentioning

confidence: 99%

“…Arguably, such difficulties might be expected when one considers museums' historical role as largely not-for-profit organizations that increasingly are expected to compete against "for-profit" organizations. Strategic reconsiderations for museums have evolved out of decreases in government subsidies (Lee, 2005) and private philanthropic sponsors (Burton, 2003). Thus, museums increasingly understand that attracting visitors requires them to deliver products that are valued by individual customers (Holden, 2003;Weil, 2002).…”

Section: Introductionmentioning

confidence: 99%

The Scale-Adusted Latent Class Model: Application to Museum Visitation

Burke

Burton²,

Huybers³

et al. 2010

Tourism Analysis

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Preferences of tourists and visitors are varied in a number of markets, making it difficult for managers to understand how underlying segments might respond to changes in service offerings. Market segments differ in preferences for specific features, as well as how consistently they make their choices. In this article, we illustrate recent developments in choice modeling that allows for simultaneously modeling feature preferences and consistency of choice. We use the Scale-Adjusted Latent Class Model (SALCM) to better understand choices in the context of a research project conducted in collaboration with six major Australian museums involving a sample of 3,685 museum visitors. We identify three preference classes of museum-goers that explain preferences for levels of26 museum attributes: Life Force (two thirds of visitors), Educated Thinkers, and Wealthy At-Homes. Our results indicate sensitivity to general entry prices, including preference for free entry or entry "by donation." Tours are preferred if smaller, lengthier, and conducted by paid museum staff. Not unexpectedly, the findings suggest that museums should cater for children, with some classes responding positively to providing supervised child areas. Most visitors prefer museums that are dynamic, offer new experiences, and regularly update permanent displays. However, the three classes identified have different overall experience preferences; for example, Educated Thinkers see museums as an educational opportunity, but Wealthy At-Homes prefer entertaining experiences. Incentives for return visits and cross-museum promotional offers are valued by the Life Force class, but have little effect on Educated Thinkers. The SALCM approach may be attractive to other areas of tourism analysis, especially where offerings contain many attributes and potential market segments are difficult to define and understand.

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Scoping the Challenge: Entrepreneurial Arts Management in Times of Uncertainty

Cited by 15 publications

References 7 publications

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

Understanding of consumption behaviors in art and cultural sectors for developing successful communication plans

The Scale-Adusted Latent Class Model: Application to Museum Visitation

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