Advertisement

Museum Services in the Era of Tourism

  • Eleni MavraganiEmail author
Chapter
Part of the Arts, Research, Innovation and Society book series (ARIS)

Abstract

The environment in which museums operate has changed a lot over the last decades especially with the use of social media. Museums are changing, trying to be more visitor-oriented instead of being merely traditional institutions that mainly gather and exhibit objects. The word museum is Greek in origin and comes from the Greek “Mouseion”, the temple of the Muses, the goddesses of inspiration and learning and patrons of the arts. Muses inspired the creation of literature and the arts, and they were considered the source of knowledge. The Greek national museums and the Greek monuments are resources of viable growth that lend surplus value in the tourist destination, while they contribute to the economic growth in the form of high-level tourist products. Aiming at the safeguarding of the environment, the natural resources and the growth of local economy, alternative forms of tourist growth appeared over the recent years. The Greek economy is based on tourism, which is closely related to the natural environment and the cultural and archaeological wealth of the country. In other words, the natural environment and the Greek antiquities constitute a basic parameter of tourist growth in the region, and through tourism, the public institutions and the private sector can collaborate to achieve economic, social, cultural and environmental profits. The promotion of Greek cultural identity is a major issue since Greece has been internationally recognized in cultural terms. It is believed that public museums could become one of the central axes of cultural development and the central axis of tourism development. The satisfaction of museum visitors is an important element of marketing and contributes decisively to the success of the museum’s mission.

Keywords

Alternative tourism Culture Greece Greek economy Museum Tourism Visitor orientation 

References

  1. 1.
    Kotler GN, Kotler P, Kotler IW (2008) Museum marketing and strategy: designing missions, building audiences, generating revenue and resources. Jossey-Bass, San FranciscoGoogle Scholar
  2. 2.
    World Tourism Organization (1985) The role of recreation management in the development of active holidays and special interest tourism and the consequent enrichment of the holiday experience. World Tourism Organization, MadridGoogle Scholar
  3. 3.
    Richards G (1997) The social context of cultural tourism. In: Richards G (ed) Cultural tourism in Europe. CAB International, WallingfordGoogle Scholar
  4. 4.
    Van Den Bosch A (2007) Cultural memory re-presented at the Quai Branly museum. In: Rentschler R, Hede A-M (eds) Museum marketing: competing in the global marketplace. Butterworth Heinemann, Elsevier Science, OxfordGoogle Scholar
  5. 5.
    Richards G (1996) Production and consumption of European cultural tourism. Ann Tour Res 23(2):261–283CrossRefGoogle Scholar
  6. 6.
    Seaton AV, Bennett MM (1996) Marketing tourism products: concepts, issues, cases. International Thompson Business Press, LondonGoogle Scholar
  7. 7.
    Ritchie J, Goeldner CR (1994) Travel, tourism and hospitality research: a handbook for managers and researchers. John Wiley & Sons, New YorkGoogle Scholar
  8. 8.
    Prentice K (1993) Tourism and heritage attractions. Routledge, LondonGoogle Scholar
  9. 9.
    Ashworth G, Goodall B (1990) Tourist images: marketing considerations. In: Goodall B, Ashworth G (eds) Marketing in the tourism industry. Routledge, LondonGoogle Scholar
  10. 10.
    Poria Y, Buttler R, Airey D (2001) Clarifying heritage tourism. Ann Tour Res 28(4):1047–1049CrossRefGoogle Scholar
  11. 11.
    Van Der Borg J (1994) Demand for city tourism in Europe. Ann Tour Res 21:832–833CrossRefGoogle Scholar
  12. 12.
    Van Aalst I, Boogaarts I (2002) From museum to mass entertainment: the evolution of the role of museum in cities. Eur Urban Reg Stud 9(3):195–209Google Scholar
  13. 13.
    Kladou S, Mavragani E (2015) Assessing destination image: an online marketing approach and the case of Tripadvisor. J Destin Mark Manag 4(3):187–193Google Scholar
  14. 14.
    Kotler N (2001) New ways of experiencing culture: the role of museums and marketing implications. J Museum Manag Curatorship 19(4):417–425CrossRefGoogle Scholar
  15. 15.
    Kotler N, Kotler P (2000) Can museums be all things to all people? Missions, goals and marketing’s role. J Museum Manag Curatorship 18(3):271–287CrossRefGoogle Scholar
  16. 16.
    Gilmore A, Rentschler R (2002) Changes in museum management. A custodial or marketing emphasis? J Manag Dev 21(10):745–760CrossRefGoogle Scholar
  17. 17.
    Luce JV (1975) Homer and the heroic age. Thames and Hudson, LondonGoogle Scholar
  18. 18.
    Mavragani E (2014) National Archaeological Museums and the growth of tourism in Greece. J Reg Socio-Econ Issues 4(1):61–74Google Scholar
  19. 19.
    Kladou S, Giannopoulos A, Mavragani E (2015) Destination brand equity research from 2001 to 2012. Tour Anal 20(2):189–200CrossRefGoogle Scholar
  20. 20.
    Deffner A, Metaxas T (2006) The interrelationship of urban economic and cultural development: the case of Greek museums. Paper presented to the 43rd European congress of the Regional Science Association (ERSA), University of Jyvaskyla, Discussion paper series, vol 12(4), pp 57–82Google Scholar
  21. 21.
    Eraqi MI (2006) Tourism services quality (TourServQual) in Egypt. The viewpoints of external and internal customers. BIJ 13(4):469–492Google Scholar
  22. 22.
    Nowacki MM (2005) Evaluating a museum as a tourist product using the servqual method. J Museum Manag Curatorship 20:235–250CrossRefGoogle Scholar
  23. 23.
    Bonn M, Joseph-Mathews SM, Dai M, Hayes S, Cave J (2007) Heritage cultural attraction atmospherics: creating the right environment for the heritage cultural visitor. J Travel Res 45:345–354CrossRefGoogle Scholar
  24. 24.
    Helm S, Schlei J (1998) Referral potential-potential referrals. An investigation into customers’ communication in service markets. In: Track 1 market relationships. Proceedings of the 27th EMAC conference, marketing research and practice, pp 41–56Google Scholar
  25. 25.
    File KM, Cermak DSP, Prince RA (1994) Word-of-mouth effects in professional services buyer behaviour. Serv Ind J 14:301–314CrossRefGoogle Scholar
  26. 26.
    Henning-Thurau T, Gwinner KP, Gremler D (2002) Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. J Serv Res 4:230–247CrossRefGoogle Scholar
  27. 27.
    Parasuraman A, Zeithaml AV, Berry LL (1988) SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality. J Retail 64(1):14–40Google Scholar
  28. 28.
    Shemwell D (1998) Customer-service provider relationships: an empirical test of a model of a service quality, satisfaction, and relationship-oriented outcomes. Int J Serv Ind Manag 9(2):155–168CrossRefGoogle Scholar
  29. 29.
    Sivadas E, Baker-Prewitt J (2000) An examination of the relationship between service quality, customer satisfaction and store loyalty. Int J Retail Distrib Manag 28(2):73–82CrossRefGoogle Scholar
  30. 30.
    Soderlund M (2008) Customer satisfaction and its consequences on customer behaviour revisited—the impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty. Int J Serv Ind Manag 9(2):169–188CrossRefGoogle Scholar
  31. 31.
    Huo Y, Miller D (2007) Satisfaction measurement of small tourism sector (museum): Samoa. Asia Pacific J Tourism Res 12(2):103–117CrossRefGoogle Scholar
  32. 32.
    Mavragani E (2015) Greek museums and tourists’ perceptions. An empirical research. J Knowl Econ, Springer, pp 1–14. https://doi.org/10.1007/s13132-015-0283-2
  33. 33.
    Phaswana-Mafuga N, Haydam N (2005) Tourists’ expectations and perceptions of the Robben Island museum—a world heritage site. J Museum Manag Curatorship 20:149–169CrossRefGoogle Scholar
  34. 34.
    McLean FC (1993) Marketing in museums: a contextual analysis. J Museum Manag Curatorship 12:11–27CrossRefGoogle Scholar
  35. 35.
    Kawashima N (1998) Knowing the public. A review of museum marketing literature and research. J Museum Manag Curatorship 17(1):21–39CrossRefGoogle Scholar
  36. 36.
    Tsiotsou R, Mavragani E (2013) Marketing strategy of museums: The case of the new acropolis museum in Athens, Greece., (eds). In: best practices in marketing and their impact on quality of life. Springer Publications, pp. 45–62.Google Scholar
  37. 37.
    Foley M, Mcpherson G (2000) Museums as leisure. Int J Herit Stud 6(2):161–174CrossRefGoogle Scholar
  38. 38.
    Mavragani Ε, Lymperopoulos C (2013) Factors affecting museum visitors’ satisfaction: the case of Greek museums. TOURISMOS 8(2):271–287Google Scholar
  39. 39.
    Mavragani Ε, Lymperopoulos C (2014) Museum visitor intentions to revisit and recommend. J Reg Socio-Econ Issues 4(3):64–78Google Scholar
  40. 40.
    Galani-Moutafi V (2004) Tourism research on Greece. A critical overview. Ann Tour Res 31(1):157–179CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.International Hellenic UniversityThessalonikiGreece

Personalised recommendations