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Maping Customer Experience Tips: Insights from Online Museum Reviews.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Maping Customer Experience Tips: Insights from Online Museum Reviews./
作者:	Coelho, Catarina Gonzaga.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	76 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-12, Section: B.
Contained By:	Dissertations Abstracts International83-12B.
標題:	Cultural organizations. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29096159
ISBN:	9798819347522

Maping Customer Experience Tips: Insights from Online Museum Reviews.
Coelho, Catarina Gonzaga.

Maping Customer Experience Tips: Insights from Online Museum Reviews. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 76 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: B.

Thesis (M.Sc.)--Universidade do Algarve (Portugal), 2021.

This item must not be sold to any third party vendors.

To understand the main attributes with impact on museum's visitors' experience, this study analyses the e-WOM communication in the form of the reviews shared by customers on TripAdvisor. A qualitative and exploratory approach was applied through a thematic content analysis on 1403 reviews from five Portuguese museums with a presence on that online platform. The results revealed the attributes and sub-attributes with more impact on the visitor's experience. Exhibition's Quality and Ambient Conditions greatly influence the reviewers, and Staff Behaviour and Signs & Signage are the attributes with less impact on the experience. Given the recognized lack of research regarding the museums' atmospherics features, this study provides contributions to literature and practice by giving continuity to the gaps identified in previous studies. This research brings useful light tips for museums' management to explore and improve their services and take advantage of e-WOM as a marketing tool. Due to the recognizable increase of technology in museums, the sub-attribute Multimedia Displays arise reveals the importance of exploring this feature in future research.

ISBN: 9798819347522Subjects--Topical Terms:

3689769
Cultural organizations.

Maping Customer Experience Tips: Insights from Online Museum Reviews.
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520 $a To understand the main attributes with impact on museum's visitors' experience, this study analyses the e-WOM communication in the form of the reviews shared by customers on TripAdvisor. A qualitative and exploratory approach was applied through a thematic content analysis on 1403 reviews from five Portuguese museums with a presence on that online platform. The results revealed the attributes and sub-attributes with more impact on the visitor's experience. Exhibition's Quality and Ambient Conditions greatly influence the reviewers, and Staff Behaviour and Signs & Signage are the attributes with less impact on the experience. Given the recognized lack of research regarding the museums' atmospherics features, this study provides contributions to literature and practice by giving continuity to the gaps identified in previous studies. This research brings useful light tips for museums' management to explore and improve their services and take advantage of e-WOM as a marketing tool. Due to the recognizable increase of technology in museums, the sub-attribute Multimedia Displays arise reveals the importance of exploring this feature in future research.
520 $a O setor dos museus cresceu consideravelmente no ultimo terco do seculo XX (Harris, 2013). Entre 2012 e 2020 o numero de equipamentos culturais desta natureza aumentou 60% (UNESCO, 2020) em todo o Mundo. Assim como em Portugal, onde se verificou um aumento de 238 museus em 2019 face ao ano de 2000 (Fundacao Francisco Manuel dos Santos, 2020).Segundo o International Council of Museums (ICOM) (2018):"O museu e uma instituicao permanente sem fins lucrativos, ao servico da sociedade e do seu desenvolvimento, aberta ao publico, que adquire, conserva, investiga, comunica e expoe o patrimonio material e imaterial da humanidade e do seu meio envolvente com fins de educacao, estudo e deleite." (Museum Definition, Prospects and Potentials report and recommendations, ICOM's Executive Board, December 2018).Os museus, tal como outras atracoes culturais, tem um papel importante na industria do turismo (Bauer, Sohn & Oliveira, 2019; Durao, 2009) e contribuem para o crescimento da economia local (Llop & Carod, 2012). Embora o crescimento do turismo seja uma realidade do seculo XXI (Pennings, 2015), a pandemia Covid-19 veio inverter a tendencia de crescimento e este sector tornou-se um dos mais afetados, tendo registado, em 2020, uma queda de 74% em relacao ao ano anterior (UNWT, 2021). De acordo com a UNESCO (2020), apesar de, um modo geral, o turismo cultural ter sido particularmente afetado, nomeadamente os museus, as respostas e solucoes para manter as operacoes surgiram de forma celere e eficaz.Cada vez mais, os museus utilizam ferramentas da Internet para atrair visitantes (Bauer et al., 2019) e, simultaneamente, acompanhar o seu comportamento atraves dos comentarios partilhados atraves de electronic Word of Mouth (e-WOM) nas redes sociais (Alexander, Blank & Hale, 2009; Anton, Camarero & Garrido, 2019; Dellarocas, 2003; Hausmann, 2012; Kempiak, Hollywood, Bolan & McMahon-Beattie, 2017; Rodgers & Wang, 2011). Babic Rosario et al. (2020: 427) definiram e-WOM como a "comunicacao relativa ao consumo, gerada pelo consumidor, que implica ferramentas digitais e que e dirigida a outros consumidores". O e-WOM pode ser de conteudo positivo, negativo, uma combinacao de positivo e negativo ou neutro (Rodgers & Wang, 2011). A avaliacao do conteudo gerado e partilhado nas redes sociais, denominada de valencia, tem recebido atencao crescente na academia (Cheung & Thadani, 2010; Filieri, 2016; Zanibellato et al., 2018) na medida que os consumidores tem propensao em atribuir forte relevancia e confianca ao mesmo. As avaliacoes negativas tendem ainda a ser mais valorizadas do que as positivas e as classificacoes extremas tendem a ser consideradas nao confiaveis (Filieri, 2016). No TripAdvisor os utilizadores fazem a avaliacao da experiencia atraves dos comentarios (reviews) e da classificacao de 1 a 5 (rating). Atraves do rating e possivel avaliar a qualidade do produto (Hong & Pittman, 2020) e a satisfacao (Zanibellato et al., 2018). Segundo os estudos de Alexander et al. (2018) e Yoon et al. (2019) ha uma correlacao entre o rating e a valencia de e-WOM. O e-WOM permite saber o que e que os consumidores dizem de um produto (neste caso os museus) e criar campanhas de e-WOM para atingir objetivos de marketing (Chu & J. Kim, 2018). Assim,
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