Naslov
Managing edutainment and perceived authenticity of museum visitor experience: Insights from qualitative study

Autori
Komarac, Tanja ; Ozretić Došen, Đurđana ; Škare, Vatroslav

Izvornik
Museum management and curatorship (0964-7775) 35 (2020), 2; 160-181

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
edutainment ; perceived authenticity of museum visitor experience ; museum professionals ; qualitative research ; Croatia

Sažetak
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 perceived authenticity of museum visitor experience. 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 perceived authenticity of museum visitor experience. However, museum professionals are divided in opinions about the importance of edutainment for the three components of perceived authenticity of museum visitor experience. Research findings provide valuable insights for museum marketing academics and professionals responsible for management of the customer perception of authenticity.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA