Marketing Museums and Exhibitions: What Drives the Interest of Young People

被引：27

作者：

Gofman, Alex ^{[1
]}

Moskowitz, Howard R. ^{[1
]}

Mets, Tonis ^{[2
]}

机构：

[1] Moskowitz Jacobs Inc, 1025 Westchester Ave, White Plains, NY 10604 USA

[2] Univ Tartu, Ctr Entrepreneurship, Tartu, Estonia

来源：

JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT | 2011年 / 20卷 / 06期

关键词：

Museum attendance; young people; art patronage; rule-developing experimentation; segmentation; conjoint analysis;

D O I：

10.1080/19368623.2011.577696

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This article shows an approach to understanding the preferences of museum attendees. It is based on rule-developing experimentation (augmented conjoint analysis) and is demonstrated by a case study assessing what influences the interest of young people to attend an exhibition or museum. The study surveyed 224 U.S. respondents ages 18 to 35 comparing the impacts of features, services, benefits, and the time or type of visits influencing young people to attend an exhibition. The findings will be of interest to museum and hospitality marketing.

引用

页码：601 / 618

页数：18

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