Visual Research in Intercultural Management : Understanding Cross-Cultural Experiences in an Art Museum / Georgia Stavraki.

Format:

Book

Author/Creator:

Stavraki, Georgia, author.

Language:

English

Subjects (All):

Cultural relations.

Marketing--Management.

Marketing.

Physical Description:

1 online resource

Other Title:

Visual Research in Intercultural Management

Place of Publication:

Los Angeles, California : SAGE Publications, Inc, 2024.

Summary:

This Data Challenge relates to a consumption experience taking place in the fictional Modern Cat Museum. Following the COVID-19 pandemic, which had a negative impact on museums all over the world, this Data Challenge is about broadening a museum's audience with a focus on attracting international visitors. To do so, the hypothetical museum plans to host a blockbuster exhibition of Damien Hirst. The museum's Senior Leadership Team is aware that, to successfully attract and engage an international audience, the museum should better understand what international visitors like to experience in such an exhibition, which in turn can inspire them to write positive reviews about the museum and the exhibition, and thus attract further visitors. The Senior Leadership Team recruits Laura, a marketing consultant with extensive experience in arts consulting. Laura conducts visual research (i.e., visitor collages) to gain a more informed understanding of cross-cultural behaviors in museums. In addition to this data source, Laura also looks at online reviews at the fictional tourism review site Travel Advisor to gain a more complete understanding of what international visitors like to experience in contemporary art museums and exhibitions. The data challenge invites students to analyse data and make a recommendation about marketing strategies.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-6678-2

9781071966785

OCLC:

1463980320