MÜZE ZİYARETLERİNDEKİ DENEYİMSEL TÜKETİMİN BOYUTLARI

Yıl 2023, Sayı: 56, 165 - 184, 22.05.2023

Hasan Hüseyin Erdoğan , Ebru Enginkaya

https://doi.org/10.30794/pausbed.1213770

Cited By: 1

Öz

Müzeler kültürel endüstrilerde artan rekabetle birlikte pazarlama alanının inceleme konularından biri haline gelmiştir. Bu kapsamda, literatürde müze deneyimini inceleyen deneyimsel tüketim odaklı ve müşteri deneyimi yönetimi odaklı iki tür araştırma yaklaşımının geliştiği görülmektedir. Deneyimsel tüketim odaklı çalışmalar müze ziyaretlerinde ortaya çıkan müşteri deneyimi türleri ile müşterilerin bu deneyimlere karşı verdikleri tepkilere odaklanmışlardır. Müşteri deneyimi yönetimi odaklı çalışmalarda ise hizmetle ilgili deneyimsel uyarıcılar irdelenmiştir. Bu çalışmalar müze deneyimi ile ilgili farklı bulgular sunmuş olsalar da müzede ortaya çıkan deneyim türleri ve çıktılarını kapsayıcı bir şekilde sınıflandırma konusunda yetersiz kalmışlardır. Dolayısıyla, bu çalışmada deneyimsel tüketim yaklaşımını benimseyen önceki çalışmalar üzerinde bir sistematik literatür analizi gerçekleştirilerek müze ziyaretlerinde ortaya çıkan deneyim türlerini ve çıktılarını içeren detaylı bir kavramsal model geliştirilmiştir. Çalışmanın bulguları müze ve pazarlama literatürü ve ilgili profesyoneller için katkılar sunmaktadır. Özellikle, ziyaretçi kaynaklı deneyimlerle birlikte daha önce göz ardı edilen ortam kaynaklı deneyimlerin deneyim türü olarak sınıflandırılmasıyla literatüre yenilikçi bir bakış açısı sunulmaktadır.

Anahtar Kelimeler

Müze deneyimi, müze pazarlaması, deneyimsel tüketim, deneyimsel pazarlama, müşteri deneyimi

Destekleyen Kurum

Yok

Proje Numarası

Yok

Teşekkür

Yok

DIMENSIONS OF EXPERIENTIAL CONSUMPTION AT MUSEUM VISITS

Öz

Along with increasing competition in cultural industries, museums have emerged as a research subject of the marketing field. Accordingly, two research streams, experiential consumption-oriented and customer experience management-oriented studies, have evolved. Experiential consumption-oriented studies focused on the experience types and outputs that occur in the museum. On the other hand, customer experience management-oriented studies discussed service-related stimuli in the museum. Although these studies offered diverse findings, they remained insufficient in identifying types and outcomes of experiences that emerge in the museum comprehensively. Thereby, this study developed a detailed conceptual model that includes experience types and outputs by employing a systematic literature review on experiential consumption-oriented studies. The findings contribute to the museum and marketing literature and related professionals. Especially, an innovative perspective is offered to the literature by identifying environment-based experiences, which were previously neglected, as experience type along with the visitor-based experiences.

Anahtar Kelimeler

Museum experience, museum marketing, experiential consumption, experiential marketing, customer experience

Proje Numarası

Yok

Kaynakça

• Ambrose, T. ve Paine, C. (2006). Museum Basics, Routledge, London.
• Antón, C. Camarero, C. ve Garrido, M. (2018). “Exploring the Experience Value of Museum Visitors as a Co-Creation Process”. Current Issues in Tourism, 21/12, 1406-1425.
• Baker, J. (1986). “The Role of the Environment in Marketing Services: The Consumer Perspective”, The Services Challenge: Integrating for Competitive Advantage, (Ed: J. Czepeil, C. Congram ve J. Shanahan). AMA, Chicago.
• Becker, L. ve Jaakkola, E. (2020). “Customer Experience: Fundamental Premises and Implications for Research”. Journal of the Academy of Marketing Science, 48/4, 630-648.
• Berry, L.L., Carbone, L.P. ve Haeckel, S.H. (2002). “Managing the Total Customer Experience”. MIT Sloan Management Review, 43/3, 85-89.
• Bideci, M. ve Albayrak, T. (2018). “An Investigation of the Domestic and Foreign Tourists’ Museum Visit Experiences”. International Journal of Culture, Tourism and Hospitality Research, 12/3, 366-377.
• Bitner, M. (1992). “Servicescapes: The Impact of Physical Surroundings on Customers and Employees”. Journal of Marketing, 56/2, 57-71.
• Bonn, M., Joseph-Mathews, S., Dai, M., Hayes, S. ve Cave, J. (2007). “Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Heritage/Cultural Visitor”. Journal of Travel Research, 45/3, 345-354.
• Cameron, C. ve Gatewood, J. (2000). “Excursions into the Un-Remembered Past: What People Want from Visits to Historical Sites”. The Public Historian, 22/3, 107-127.
• Castellani, P., Bonfanti, A., Canestrino, R. ve Magliocca, P. (2020). “Dimensions and Triggers of Memorable Tourism Experiences: Evidence from Italian Social Enterprises”. The TQM Journal, 32/6, 1115-1138.
• Chan, J. (2009). “The Consumption of Museum Service Experiences: Benefits and Value of Museum Experiences”. Journal of Hospitality Marketing & Management, 18/2-3), 173-196.
• Chronis, A. (2005). “Our Byzantine Heritage: Consumption of The Past and Its Experiential Benefits”. Journal Of Consumer Marketing, 22/4, 213-222.
• Conti, E., Vesci, M., Castellani, P. ve Rossato, C. (2020). “The Role of the Museumscape on Positive Word of Mouth: Examining Italian Museums”. The TQM Journal.
• Cross, G. (2015). Consumed Nostalgia, Columbia University Press, New York. Cunnell, D. ve Prentice, R. (2000). “Tourists’ Recollections of Quality in Museums: A Servicescape without People?”. Museum Management and Curatorship, 18/4, 369-390.
• de Rojas, C. ve Camarero, C. (2006). “Experience and Satisfaction of Visitors to Museums and Cultural Exhibitions”. International Review on Public and NonProfit Marketing, 3/1, 49-65.
• de Rojas, C. ve Camarero, C. (2008). “Visitors’ Experience, Mood and Satisfaction in a Heritage Context: Evidence from An Interpretation Center”. Tourism Management, 29/3, 525–537.
• Dirsehan, T. (2012). “Analyzing Museum Visitor Experiences and Post Experience Dimensions Using SEM”. Bogazici Journal Review of Social, Economic and Administrative Studies, 26/1, 103-125.
• Doering, Z. (1999). “Strangers, Guests, or Clients? Visitor Experiences in Museums”. Curator: The Museum Journal. 42/2, 74-87.
• Falk, J. (2006). An Identity‐Centered Approach to Understanding Museum Learning. Curator: The Museum Journal, 49/2, 151-166.
• Falk, J. ve Dierking, L. (1992). The Museum Experience, Whales Back Books, Washington, DC.
• Forgas-Coll, S., Palau-Saumell, R., Matute, J. ve Tárrega, S. (2017). How Do Service Quality, Experiences and Enduring Involvement Influence Tourists' Behavior? An Empirical Study in The Picasso and Miró Museums in Barcelona. International Journal of Tourism Research, 19/2, 246-256.
• Forlani, F. ve Pencarelli, T. (2019). Using the Experiential Approach in Marketing and Management: A Systematic Literature Review. Mercati & Competitività, 3, 17-50.
• Forrest, R. (2013). “Museum Atmospherics: The Role of the Exhibition Environment in the Visitor Experience”. Visitor Studies, 16/2, 201-216.
• Gentile, C., Spiller, N. ve Noci, G. (2007). “How to Sustain the Customer Experience”. European Management Journal, 25/5, 395-410.
• Goulding, C. (2000). “The Museum Environment and the Visitor Experience”. European Journal of Marketing, 34/3-4, 261-278.
• Graburn, N. (1977). “The Museum and The Visitor Experience”. Roundtable Reports, Fall, 1-5.
• Harrison, P. ve Shaw, R. (2004). “Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors”. International Journal of Arts Management, 4/2, 23–32.
• Hillier, B. ve Tzortzi, K. (2006). “Space Syntax: The Language of Museum Space”. A Companion to Museum Studies, (Ed: S. Macdonald), Blackwell, Malden, MA.
• Hwang, J. ve Seo, S. (2016). “A Critical Review of Research on Customer Experience Management”. International Journal of Contemporary Hospitality Management, 28/10, 2218-2246.
• Hyun, H., Park, J., Ren, T. ve Kim, H. (2018). “The Role of Ambiances and Aesthetics on Millennials’ Museum Visiting Behavior”. Arts and the Market, 8/2, 152-167.
• Jain, R., Aagja, J. ve Bagdare, S. (2017). “Customer Experience – A Review and Research Agenda”. Journal of Service Theory and Practice, 27/3, 642-662.
• Jakobsen, A. (2012). “Experience In-Between Architecture and Context: The New Acropolis Museum, Athens”. Journal of Aesthetics & Culture, 4/1, 18158.
• Kaplan, S., Bardwell, L. ve Slakter, D. (1993). “The Museum as a Restorative Environment”. Environment and Behavior, 25/6, 725-742.
• Kempiak, J., Hollywood, L., Bolan, P. ve McMahon-Beattie, U. (2017). “The Heritage Tourist: An Understanding of The Visitor Experience at Heritage Attractions”. International Journal of Heritage Studies, 23/4, 375-392.
• Kesner, L. (2006). “The Role of Cognitive Competence in the Art Museum Experience”. Museum Management and Curatorship, 21/1, 4-19.
• Kim, J., Ritchie, J. ve McCormick, B. (2012). “Development of a Scale to Measure Memorable Tourism Experiences”. Journal of Travel Research, 51/1, 12-25.
• Kirchberg, V. ve Tröndle, M. (2015). “The Museum Experience: Mapping the Experience of Fine Art”. Curator: The Museum Journal, 58/2, 169-193.
• Kotler, P. (1973). “Atmospherics As a Marketing Tool”. Journal of Retailing, 49/4, 48-64. Kottasz, R. (2006). “Understanding the Influences of Atmospheric Cues on the Emotional Responses and Behaviours of Museum Visitors”. Journal of Nonprofit & Public Sector Marketing, 16/1-2, 95-121.
• Kwortnik, R. (2008). “Shipscape Influence on The Leisure Cruise Experience”. International Journal of Culture, Tourism and Hospitality Research, 2/4, 289-311.
• Lockwood, A. ve Pyun, K. (2019). “How Do Customers Respond to the Hotel Servicescape?”. International Journal of Hospitality Management, 82, 231-241.
• Maxwell, L. ve Evans, G. (2002). “Museums as Learning Settings”. Journal of Museum Education, 27/1, 3-7.
• Lee, H. ve Smith, S. (2015). “A Visitor Experience Scale: Historic Sites and Museums”. Journal of China Tourism Research, 11/3, 255-277.
• Lemke, F., Clark, M. ve Wilson, H. (2011). “Customer Experience Quality: An Exploration in Business and Consumer Contexts Using Repertory Grid Technique”. Journal of the Academy of Marketing Science, 39/6, 846–869.
• Mehmetoglu, M. ve Engen, M. (2011). “Pine and Gilmore's Concept of Experience Economy and Its Dimensions: An Empirical Examination in Tourism”. Journal of Quality Assurance in Hospitality & Tourism, 12/4, 237-255.
• Mehrabian, A. ve Russell, J. (1974). An Approach to Environmental Psychology, M.I.T. Press, Cambridge, Mass.
• Mencarelli, R., Chaney, D. ve Pulh, M. (2020). “Consumers’ Brand Heritage Experience: Between Acceptance and Resistance”. Journal of Marketing Management, 36/1-2, 30-50.
• Mencarelli, R., Marteaux, S. ve Pulh, M. (2010). “Museums, Consumers, and On‐Site Experiences”. Marketing Intelligence & Planning, 28/3, 330-348.
• Nowacki, M. ve Kruczek, Z. (2021). “Experience Marketing at Polish Museums and Visitor Attractions: The Co-Creation of Visitor Experiences, Emotions and Satisfaction”. Museum Management and Curatorship, 36/1, 62-81.
• Ober-Heilig, N., Bekmeier-Feuerhahn, S. ve Sikkenga, J. (2014). “Enhancing Museum Brands with Experiential Design to Attract Low-Involvement Visitors”. Arts Marketing: An International Journal, 4/1-2, 67-86.
• Othman, M., Petrie, H. ve Power, C. (2011). “Engaging Visitors in Museums with Technology: Scales for The Measurement of Visitor and Multimedia Guide Experience”. Interact 2011, Springer, 92-99.
• Packer, J. (2008). “Beyond Learning: Exploring Visitors' Perceptions of the Value and Benefits of Museum Experiences”. Curator: The Museum Journal, 51/1, 33-54.
• Packer, J. (2014). “Visitors’ Restorative Experiences in Museum and Botanic Garden Environments”, Tourist experience and fulfilment, (Ed: S. Filep ve P. Pearce), Routledge, London.
• Packer, J. ve Ballantyne, R. (2016). “Conceptualizing the Visitor Experience: A Review of Literature and Development of a Multifaceted Model”. Visitor Studies, 19/2, 128-143.
• Packer, J., Ballantyne, R. ve Bond, N. (2018). “Developing an Instrument to Capture Multifaceted Visitor Experiences: The Dove Adjective Checklist”. Visitor Studies, 21/2, 211-231.
• Park, J.-Y., Back, R. M., Bufquin, D. ve Shapoval, V. (2019). “Servicescape, Positive Affect, Satisfaction and Behavioral Intentions: The Moderating Role of Familiarity”. International Journal of Hospitality Management, 78, 102-111.
• Passebois, J. ve Aurier, P. (2004). “Building Consumer/Arts Institution Relationships: An Exploratory Study in Contemporary Art Museums”. International Review on Public and Nonprofit Marketing, 1/2, 75-88.
• Pekarik, A., Doering, Z. ve Karns, D. (1999). “Exploring Satisfying Experiences in Museums”. Curator: The Museum Journal, 42/2, 152-173.
• Penrose, J. (2020). “Authenticity, Authentication and Experiential Authenticity: Telling Stories in Museums”. Social & Cultural Geography, 21/9, 1245-1267.
• Pine, B. ve Gilmore, J. (1998). “Welcome to the Experience Economy”. Harvard Business Review, 74/4, 97-105.
• Ponsignon, F., Durrieu, F. ve Bouzdine-Chameeva, T. (2017). “Customer Experience Design: A Case Study in the Cultural Sector”. Journal of Service Management, 28/4, 763-787.
• Prentice, R. C., Witt, S. F. ve Hamer, C. (1998). “Tourism as Experience the Case of Heritage Parks”. Annals of Tourism Research, 25/1: 1-24.
• Quintal, V. A., Thomas, B. ve Phau, I. (2015). “Incorporating the Winescape into the Theory of Planned Behaviour: Examining ‘New World’ Wineries”. Tourism Management. 46, 596-609.
• Raajpoot, N., Koh, K. ve Jackson, A. (2010). “Developing a Scale to Measure Service Quality: An Exploratory Study”. International Journal of Arts Management, 12/3, 54–69.
• Rand, J. (2001). “The 227-Mile Museum, or a Visitors' Bill of Rights”. Curator: The Museum Journal, 44/1, 7-14.
• Riva, P. ve Agostino, D. (2022). “Latent Dimensions of Museum Experience: Assessing Cross-Cultural Perspectives of Visitors from Tripadvisor Reviews”. Museum Management and Curatorship.
• Russell, J. ve Mehrabian, A. (1976). “Environmental Variables in Consumer Research”. Journal of Consumer Research, 3/1, 62-63.
• Schmitt, B. (1999). “Experiential Marketing”. Journal of Marketing Management, 15/1-3, 53-67.
• Schorch, P. (2013). “The Experience of a Museum Space”. Museum Management and Curatorship, 28/2, 193-208.
• Screven, C. (1986). “Exhibitions and Information Centers: Some Principles and Approaches”. Curator: The Museum Journal, 29/2, 109-137.
• Sherman, E., Mathur, A. ve Smith, R. (1997), "Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions", Psychology and Marketing, 14/4, 361-378.
• Sirefman, S. (1999). “Formed and Forming: Contemporary Museum Architecture”. Daedalus, 128/3, 297-320.
• Siu, N., Wan, P. ve Dong, P. (2012), "The Impact of the Servicescape on the Desire to Stay in Convention and Exhibition Centers: The Case of Macao", International Journal of Hospitality Management, 31/1, 236-246.
• Siu, N. Y. M., Zhang, T. J. ve Kwan, H. Y. (2022). “Reference Effects and Customer Engagement in a Museum Visit. International Journal of Contemporary Hospitality Management, 34/2, 482-508.
• Stein, A. ve Ramaseshan, B. (2019). “The Customer Experience – Loyalty Link: Moderating Role of Motivation Orientation”. Journal of Service Management, 31/1, 51-78.
• Su, Y. ve Teng, W. (2018). “Contemplating Museums’ Service Failure: Extracting the Service Quality Dimensions of Museums from Negative On-Line Reviews”. Tourism Management, 69, 214-222.
• Turley, L., ve Bolton, D. L. (1999). “Measuring the Affective Evaluations of Retail Service Environments”. Journal of Professional Services Marketing, 19/1, 31-44.
• Turley, L.W. ve Milliman, R.E. (2000), “Atmospheric Effects on Shopping Behavior”. Journal of Business Research, 49/2, 193-211.
• Verhoef, P., Lemon, K., Parasuraman, A., Roggeveen, A., Tsiros, M. ve Schlesinger, L. (2009). "Customer Experience Creation: Determinants, Dynamics and Management Strategies". Journal of Retailing, 85/1, 31-41.
• Vesci, M., Conti, E., Rossato, C. ve Castellani, P. (2021). “The Mediating Role of Visitor Satisfaction in the Relationship Between Museum Experience and Word of Mouth: Evidence from Italy”. The TQM Journal, 33/1, 141-162.
• vom Lehn, D. (2006). “Embodying Experience”. European Journal of Marketing, 40/11-12, 1340-1359.
• Zanibellato, F., Rosin, U. ve Casarin, F. (2018). “How the Attributes of a Museum Experience Influence Electronic Word-of-Mouth Valence: An Analysis of Online Museum Reviews”. International Journal of Arts Management, 21/1, 76-90.
• Zomerdijk, L.G. ve Voss, C.A. (2010). “Service Design for Experience-Centric Services”. Journal of Service Research, 13/1, 67-82.