Museum professionals’ opinions about the role of edutainment in managing perceived authenticity of museum offer (CROSBI ID 686276)
Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija
Podaci o odgovornosti
Komarac, Tanja ; Ozretić Došen, Đurđana ; Škare, Vatroslav
engleski
Museum professionals’ opinions about the role of edutainment in managing perceived authenticity of museum offer
The purpose of this paper is to better understand edutainment and perceived authenticity in the context of the cultural organizations, museums. It aims to discover and understand opinions of museum professionals towards edutainment (as one of the most significant trends) and three components of museums' authenticity. Results of the exploratory qualitative study show positive opinions towards edutainment. Three approaches to edutainment are identified: customized, selective and universal. Furthermore, if used correctly, edutainment can help to increase the perception of museum authenticity. However, museum professionals are divided in opinions about the importance of edutainment for the three components of museum authenticity. Research findings provide valuable insights for museum marketing academics and professionals responsible for management of the customer perception of authenticity.
edutainment, authenticity, museum professionals, museum offer
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Podaci o prilogu
257
2018.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of 47 EMAC Annual Conference
Gounaris, Spiros
Glasgow: University of Glasgow
978-1-5272-1911-3
Podaci o skupu
47th European Marketing Academy Conference
predavanje
29.05.2018-01.06.2018
Glasgow, Ujedinjeno Kraljevstvo