Titre : |
How do technological innovations impact the marketing strategies of cultural institutions and the visitor experience : Marketing & Cultural organizations |
Type de document : |
Mémoire |
Auteurs : |
Tiffany THUET, Auteur |
Année de publication : |
2020 |
Importance : |
25 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INNOVATION TECHNOLOGIQUE ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUE
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Résumé : |
This Seminar Paper aims to understand how the cultural sector has been impacted in recent years by technological innovations. Indeed, cultural places today face several challenges to which they must respond. These challenges are reaching a wider public, develop the visitor experience, encouraging sharing and accessibility, building public loyalty and building a bond, improving the management of institutions and opening up to other art forms. In the first part, the review of the literature will lead to the formulation of three hypotheses: cultural institutions are facing new challenges that push them to adopt new marketing strategies and meet visitors' expectations (Hypothesis 1); in a competitive context, cultural institutions must find new methods to attract and retain audiences (Hypothesis 2); faced with the extent of digitalization, cultural institutions must include technological innovations in their marketing strategies (Hypothesis 3). In order to better understand these challenges facing cultural institutions today, several interviews were conducted with professionals. These interviews allowed the hypotheses formulated previously to be verified. The results allow us to highlight the change that cultural institutions are making to integrate digital into their marketing strategies, but also make us realize the difficulties that this entails. At the same time, a quantitative study was carried out in order to better understand the expectations of visitors and their perceptions of their visitor experiences. These two studies will enable us to draw up managerial recommendations for professionals in cultural institutions. |
Programme : |
PGE-Reims |
Spécialisation : |
Digital Marketing |
Permalink : |
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