Skip to main content

Museum Services in the Era of Tourism

  • 1583 Accesses

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

This is a preview of subscription content, access via your institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/978-3-319-93955-1_4
  • Chapter length: 11 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   169.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-93955-1
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   219.99
Price excludes VAT (USA)
Hardcover Book
USD   219.99
Price excludes VAT (USA)
Fig. 4.1

References

  1. Kotler GN, Kotler P, Kotler IW (2008) Museum marketing and strategy: designing missions, building audiences, generating revenue and resources. Jossey-Bass, San Francisco

    Google Scholar 

  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, Madrid

    Google Scholar 

  3. Richards G (1997) The social context of cultural tourism. In: Richards G (ed) Cultural tourism in Europe. CAB International, Wallingford

    Google Scholar 

  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, Oxford

    Google Scholar 

  5. Richards G (1996) Production and consumption of European cultural tourism. Ann Tour Res 23(2):261–283

    CrossRef  Google Scholar 

  6. Seaton AV, Bennett MM (1996) Marketing tourism products: concepts, issues, cases. International Thompson Business Press, London

    Google Scholar 

  7. Ritchie J, Goeldner CR (1994) Travel, tourism and hospitality research: a handbook for managers and researchers. John Wiley & Sons, New York

    Google Scholar 

  8. Prentice K (1993) Tourism and heritage attractions. Routledge, London

    Google Scholar 

  9. Ashworth G, Goodall B (1990) Tourist images: marketing considerations. In: Goodall B, Ashworth G (eds) Marketing in the tourism industry. Routledge, London

    Google Scholar 

  10. Poria Y, Buttler R, Airey D (2001) Clarifying heritage tourism. Ann Tour Res 28(4):1047–1049

    CrossRef  Google Scholar 

  11. Van Der Borg J (1994) Demand for city tourism in Europe. Ann Tour Res 21:832–833

    CrossRef  Google Scholar 

  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):195–209

    Google Scholar 

  13. Kladou S, Mavragani E (2015) Assessing destination image: an online marketing approach and the case of Tripadvisor. J Destin Mark Manag 4(3):187–193

    Google Scholar 

  14. Kotler N (2001) New ways of experiencing culture: the role of museums and marketing implications. J Museum Manag Curatorship 19(4):417–425

    CrossRef  Google Scholar 

  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):271–287

    CrossRef  Google Scholar 

  16. Gilmore A, Rentschler R (2002) Changes in museum management. A custodial or marketing emphasis? J Manag Dev 21(10):745–760

    CrossRef  Google Scholar 

  17. Luce JV (1975) Homer and the heroic age. Thames and Hudson, London

    Google Scholar 

  18. Mavragani E (2014) National Archaeological Museums and the growth of tourism in Greece. J Reg Socio-Econ Issues 4(1):61–74

    Google Scholar 

  19. Kladou S, Giannopoulos A, Mavragani E (2015) Destination brand equity research from 2001 to 2012. Tour Anal 20(2):189–200

    CrossRef  Google Scholar 

  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 57–82

    Google Scholar 

  21. Eraqi MI (2006) Tourism services quality (TourServQual) in Egypt. The viewpoints of external and internal customers. BIJ 13(4):469–492

    Google Scholar 

  22. Nowacki MM (2005) Evaluating a museum as a tourist product using the servqual method. J Museum Manag Curatorship 20:235–250

    CrossRef  Google Scholar 

  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 45:345–354

    CrossRef  Google Scholar 

  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 41–56

    Google Scholar 

  25. File KM, Cermak DSP, Prince RA (1994) Word-of-mouth effects in professional services buyer behaviour. Serv Ind J 14:301–314

    CrossRef  Google Scholar 

  26. Henning-Thurau T, Gwinner KP, Gremler D (2002) Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. J Serv Res 4:230–247

    CrossRef  Google Scholar 

  27. Parasuraman A, Zeithaml AV, Berry LL (1988) SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality. J Retail 64(1):14–40

    Google Scholar 

  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):155–168

    CrossRef  Google Scholar 

  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):73–82

    CrossRef  Google Scholar 

  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):169–188

    CrossRef  Google Scholar 

  31. Huo Y, Miller D (2007) Satisfaction measurement of small tourism sector (museum): Samoa. Asia Pacific J Tourism Res 12(2):103–117

    CrossRef  Google Scholar 

  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. Phaswana-Mafuga N, Haydam N (2005) Tourists’ expectations and perceptions of the Robben Island museum—a world heritage site. J Museum Manag Curatorship 20:149–169

    CrossRef  Google Scholar 

  34. McLean FC (1993) Marketing in museums: a contextual analysis. J Museum Manag Curatorship 12:11–27

    CrossRef  Google Scholar 

  35. Kawashima N (1998) Knowing the public. A review of museum marketing literature and research. J Museum Manag Curatorship 17(1):21–39

    CrossRef  Google Scholar 

  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. Foley M, Mcpherson G (2000) Museums as leisure. Int J Herit Stud 6(2):161–174

    CrossRef  Google Scholar 

  38. Mavragani Ε, Lymperopoulos C (2013) Factors affecting museum visitors’ satisfaction: the case of Greek museums. TOURISMOS 8(2):271–287

    Google Scholar 

  39. Mavragani Ε, Lymperopoulos C (2014) Museum visitor intentions to revisit and recommend. J Reg Socio-Econ Issues 4(3):64–78

    Google Scholar 

  40. Galani-Moutafi V (2004) Tourism research on Greece. A critical overview. Ann Tour Res 31(1):157–179

    CrossRef  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Eleni Mavragani .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and Permissions

Copyright information

© 2018 Springer International Publishing AG, part of Springer Nature

About this chapter

Verify currency and authenticity via CrossMark

Cite this chapter

Mavragani, E. (2018). Museum Services in the Era of Tourism. In: Bast, G., Carayannis, E., Campbell, D. (eds) The Future of Museums. Arts, Research, Innovation and Society. Springer, Cham. https://doi.org/10.1007/978-3-319-93955-1_4

Download citation