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Building consumer/arts institution relationships: An exploratory study in contemporary art museums

Estableciendo relaciones entre clientes e instituciones del mundo del arte: Un estudio exploratorio en los museos de arte contemporáneo

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Abstract

Although cultural consumption continues to grow, arts institutions more than ever must focus on the needs of their clients. How does one reconcile cultural needs with the need for high attendance rates? Visitor loyalty seems to be the best strategy in response to this challenge. Having first touched on the attraction of loyalty, we attempt here to understand what motivates visitors (clients) to engage in a long-term relationship with a museum. A conceptual model is presented and illustrated with a case study: contemporary art work center.

Resumen

Aunque el consumo cultural continúa creciendo, las instituciones relacionadas con el mundo del arte deben centrarse más que nunca en las necesidades de sus clientes.áCámo se pueden compatibilizar las necesidades culturales con la necesidad de lograr altas tasas de visitantes? La lealtad de los visitantes parece ser en este orden de cosas la mejor estrategia de respuesta a la situatión planteada. Tras una breve referencia a la atracción y fidelización, con el presente trabajo se pretende entender mejor qué es lo que hace que los visitantes (clientes) se decidan a establecer una relatión a largo plazo con un museo. A tal fin, se propone un modelo conceptual ilustrado con el estudio de un caso referido a un centra de arte contemporáneo.

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Authors and Affiliations

  1. Centre de Recherche et d’Etudes en Gestion des Entreprises (CREGE), Université Montesquieu Bordeaux IV, IUT TC, Avenue d’Aquitaine BP 205, 33175, Gradignan, France

    Juliette Passebois

  2. Centre de Recherche en Gestion des Organisations (CREGO), Université de Montpellier II. IAE, Place E Bataillon, 34095-Montpellier, France

    Philippe Aurier

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  1. Juliette Passebois
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  2. Philippe Aurier
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Correspondence to Juliette Passebois or Philippe Aurier.

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Passebois, J., Aurier, P. Building consumer/arts institution relationships: An exploratory study in contemporary art museums. Int Rev Public Nonprofit Marketing 1, 75–88 (2004). https://doi.org/10.1007/BF02896627

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  • DOI: https://doi.org/10.1007/BF02896627

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