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A Stakeholder Perspective on Heritage Branding and Digital Communication

  • Adriaan De ManEmail author
  • Cristiana Oliveira
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

How does an archaeological museum understand its function in a digital environment? Consumer expectations are rapidly shifting, from what used to be a passive relationship with exhibition contents, towards a different one, in which interaction, individuality and proactivity define the visitor experience. This consumer paradigm is much studied in fast moving markets, where it provokes immediately measurable impacts. In other fields, such as tourism and regional development, the very heterogeneous nature of the product to be branded makes it near to impossible for only one player to engage successfully.

This systemic feature implies that museums, acting as major stakeholders, often anchor a regional brand around which SME tend to cluster, and thus assume responsibilities in constructing marketable identities. As such, the archaeological element becomes a very useful trademark. On the other hand, it also emerges erratically on the Internet, in personal blogs, commercial websites, and social networks. This forces museums to enter as a mediator, authenticating contents and providing credibility. What might be called the digital pull factor poses specific challenges to museum management: what is to be promoted, and how, in order to create and maintain a coherent presence in social media? The underlying issue this paper tries to address is how museums perceive their current and future role in digital communication.

Keywords

Portugal Museums Archaeology Social networks 

JEL Classification

Z100 

Notes

Acknowledgements

The authors would like to thank the museum PR services for their input.

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.United Arab Emirates UniversityAl AinUAE
  2. 2.Universidad Europea de CanariasLa OrotavaSpain

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