MODERN TENDENCIES IN EXPERIENTIAL MARKETING: MUSEUMS USING AUGMENTED REALITY (AR) TO CONVERT YOUNG AUDIENCES INTO AMBASSADORS OF LOCAL CULTURE

In a more and more globalized and competitive world, technological advancements are spreading more rapidly. At the international level, an increaseing number of scholars agree that emerging technologies like AR have a promising future in various domains, from education to health, retail, urbanism or...

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Bibliographic Details
Published inEconomic and Social Development: Book of Proceedings pp. 212 - 221
Main Authors Coman, Ecaterina Grajdieru, Rezeanu, Catalina-Ionela, Nechita, Florin, Coman, Claudiu
Format Conference Proceeding
LanguageEnglish
Published Varazdin Varazdin Development and Entrepreneurship Agency (VADEA) 19.04.2018
Subjects
Art galleries & museums
Audiences
Augmented reality
Communication
Cultural heritage
Culture
Education
Exhibitions
Furniture
Innovations
Local culture
Local history
Marketing
Museums
National anthems
Regression analysis
Smartphones
Students
Tourism
Urbanism
Romania
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Summary:In a more and more globalized and competitive world, technological advancements are spreading more rapidly. At the international level, an increaseing number of scholars agree that emerging technologies like AR have a promising future in various domains, from education to health, retail, urbanism or tourism. Recently, museums with international reputation have started to apply modern experiential marketing tools to enhance visitors ' satisfaction. Even so, in this new transnational context, we still do not have a definite answer to the question of how modern technologies like AR could bridge the gap between local and global culture. We argue the answer lies in the propensity of young audiences to accept museums can be modern and innovative and become ambassadors of museums exhibitions, when these local institutions valorizing the past are willing to adapt to global technologies of the future. The plot of this project was triggered by the fact that, for the first time in Romania, a local museum (the memorial house of the family who wrote the national anthem) introduced AR technologies as an innovative solution to promote national heritage. We conducted a study to assess museum visitors' experiences, by applying a survey based on various marketing scales on a sample of 400 pupils and students after they visited a local museum exhibition with AR technologies. By running regression analyses, we evidenced the factors that predict both the tendency of pupils and students to recommend the museum exhibitions using AR technologies and to associate the museum with the attributes modern and innovative. We discuss the significance and challenges of these results for the field of experiential marketing and draw their implications for national and global economies in general, and management of tourism, in particular.
ISSN:1849-6903
1849-6903