Reshaping of Museums With Experiences: An Examination on the Hatay Archeology Museum
01 Jan 2021-pp 75-87
TL;DR: In this article, the authors aim to explain museum experiences by making use of consumer experience scales in today's conditions when the contemporary understanding of museums is becoming popular, and they observed that the Hatay Archaeological Museum, in Turkey, undertook the mission of creating value for its visitors with experiential marketing techniques, the works in the museum were arranged and exhibited in a way that allows guests and customers to have social, purposeful, cognitive, and introspection experiences.
Abstract: Today, experiences that emphasise many known areas suggest that consumers do not only buy products or services, but they also buy a holistic experience that includes purchasing processes. In this context, the contemporary museum understanding implies that experiences are more important and gives its visitors the message that “I understand what you are looking for and design it for you” is becoming widespread. This study aims to explain museum experiences by making use of consumer experience scales in today's conditions when the contemporary understanding of museums is becoming popular. It was observed that the Hatay Archaeological Museum, in Turkey, undertook the mission of creating value for its visitors with experiential marketing techniques, the works in the museum were arranged and exhibited in a way that allows guests and customers to have social, purposeful, cognitive, and introspection experiences. The study revealed museum visitors' experiences and emotions and the sensory stimulants by which they are impressed.
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TL;DR: In this paper, the authors argue for the recognition of important experiential aspects of consumption, such as the symbolic, hedonic, and esthetic nature of the experience of consumption.
Abstract: This paper argues for the recognition of important experiential aspects of consumption. Specifically, a general framework is constructed to represent typical consumer behavior variables. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun.
7,029 citations
Journal Article•
TL;DR: The authors offer five design principles that drive the creation of memorable experiences that engage all five senses to heighten the experience and thus make it more memorable.
Abstract: First there was agriculture, then manufactured goods, and eventually services. Each change represented a step up in economic value--a way for producers to distinguish their products from increasingly undifferentiated competitive offerings. Now, as services are in their turn becoming commoditized, companies are looking for the next higher value in an economic offering. Leading-edge companies are finding that it lies in staging experiences. To reach this higher level of competition, companies will have to learn how to design, sell, and deliver experiences that customers will readily pay for. An experience occurs when a company uses services as the stage--and goods as props--for engaging individuals in a way that creates a memorable event. And while experiences have always been at the heart of the entertainment business, any company stages an experience when it engages customers in a personal, memorable way. The lessons of pioneering experience providers, including the Walt Disney Company, can help companies learn how to compete in the experience economy. The authors offer five design principles that drive the creation of memorable experiences. First, create a consistent theme, one that resonates throughout the entire experience. Second, layer the theme with positive cues--for example, easy-to-follow signs. Third, eliminate negative cues, those visual or aural messages that distract or contradict the theme. Fourth, offer memorabilia that commemorate the experience for the user. Finally, engage all five senses--through sights, sounds, and so on--to heighten the experience and thus make it more memorable.
4,020 citations
TL;DR: In this article, the authors highlight the importance of personal involvement and trust in relationship marketing and consumer behavior, and propose an approach to apply the experiential view of consumer behavior.
Abstract: Marketing managers currently face an explosion of subjectivity. A glance at the business world reveals new solutions developed to offer customised products. Mass customisation is stressed by academicians in different ways. For example, relationship marketing emphasises the role of the relationship between a vendor and its customer, with particular reference to the importance of personal involvement and trust. Reading such phenomena as manifesting an explosion of subjectivity in consumption suggests an enhanced opportunity for applying the experiential view of consumer behaviour. This paper invites marketing managers, as well as marketing and consumer researchers, to recognise the changing environment more proactively and to embrace the increasingly well-established conceptions of the consumption experience more enthusiastically. Copyright © 2001 Henry Stewart Publications.
643 citations
TL;DR: In this article, the authors examined experiential marketing in regard to hospitality and tourism operations and found that the overall outcome suggests that experientual marketing should induce customer satisfaction through emotional and functional values provided by feel perception, think perception, and service quality.
Abstract: Although experience is recognized as a major benefit the hospitality and tourism industry offers, the use of experiential marketing in this industry is not well documented. Therefore, this study aims to examine experiential marketing in regard to hospitality and tourism operations. Ten hypotheses were developed to examine relationships among experiential marketing, experiential value, and customer satisfaction. Self-reported questionnaires were distributed at four Starbucks in different districts in Taipei, Taiwan, in January 2003. Results of the linear structural relation analyses (LISREL 8.5) indicate that both the measurement and structural equation models have good overall model fit. Moreover, the overall outcome suggests that experiential marketing should induce customer satisfaction through emotional and functional values provided by feel perception, think perception, and service quality. Hospitality managers can use the outcome of this study to gain in-depth understanding of customer experiences, d...
389 citations
TL;DR: Consuming is defined as behavior whereby entropy is increased in exchange for existential or experiential rewards as mentioned in this paper, and it is suggested that in order to evaluate the impact of consuming it is necessary to measure the entropy costs of the behavior balanced against the psychic benefits it provides.
Abstract: Consuming is defined as behavior whereby entropy is increased in exchange for existential or experiential rewards. Existential rewards are well known—for example, the satisfaction of Maslowian needs. But experiential rewards are perhaps just as important: these refer to the temporary improvement in positive mood people experience when they are acting in goal‐directed, purposeful ways. Consuming is one way for obtaining such experiences. It is suggested that in order to evaluate the impact of consuming it is necessary to measure the entropy costs of the behavior balanced against the psychic benefits it provides.
372 citations