文章基本信息

标题：Museums as Theme Parks - A Possible Marketing Approach?
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作者：Zbuchea, Alexandra
期刊名称：Management Dynamics in the Knowledge Economy Journal
印刷版ISSN：2286-2668
出版年度：2015
卷号：3
期号：3
页码：483-507
出版社：College of Management, National University of Political Studies and Public Administration
摘要：Museums compete increasingly more with very diverse entertainment providers, such as theme parks, despite the fact that their offer is mainly cultural. Museums have had to be more active and they have had to diversify their offer, in order to be more popular, therefore to better achieve their complex cultural missions. They should be more â€œmarket orientedâ€ and aim to develop their programs according with their visitorsâ€™ needs and desires, as well as with the evolutions in the contemporary society. One answer to this challenge would be the controversial theme parkisation of museums. The paper discusses in what extent the market approach of theme parks could be a viable marketing strategy for museums. It underlines several differences and similarities between the marketing approaches of museums and theme parks, in order to better understand how a museum could preserve its cultural functions, while obtaining economic success. Only the latter would allow it to better develop its cultural activity and thus to better serve its visitors and the community.
关键词：museums; theme parks; museum marketing; visitor experience; authenticity and entertainment; re-enactment; storytelling in museums.