The Importance and Performance of Different Dimensions of the Experience Based Model within Cultural Institutions
Date Issued
2018
Author(s)
DOI
DOI:10.30958/ajt.5-4-3
Abstract
Research interest in cultural marketing has increased significantly in recent years, due to
numerous changes in the environment. The experience economy as an emerging concept is
employed across a wide range of industries, which indicates the need to implement the
model in different consumption situations. The goal of this paper is to evaluate the
importance and performance of different activities within the experience economy utilized
to create and deliver visitors’ experiences in cultural institutions. The paper analyzes
whether the pertinent activities of the experience economy model are of equal importance
for different audiences. The Kruskal – Wallis test was employed to reveal the statistically
significant differences between certain dimensions of the experience-based model
regarding gender, age, education and income of the respondents. The research results will
provide interesting and important insights for arts managers and marketers to improve the
effectiveness and efficiency in enticing and retaining audiences by employing the
experience economy and increase customer value for specific target groups.
numerous changes in the environment. The experience economy as an emerging concept is
employed across a wide range of industries, which indicates the need to implement the
model in different consumption situations. The goal of this paper is to evaluate the
importance and performance of different activities within the experience economy utilized
to create and deliver visitors’ experiences in cultural institutions. The paper analyzes
whether the pertinent activities of the experience economy model are of equal importance
for different audiences. The Kruskal – Wallis test was employed to reveal the statistically
significant differences between certain dimensions of the experience-based model
regarding gender, age, education and income of the respondents. The research results will
provide interesting and important insights for arts managers and marketers to improve the
effectiveness and efficiency in enticing and retaining audiences by employing the
experience economy and increase customer value for specific target groups.
Subjects
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