| Autor: |
Ferreiro, Érica, Morère, Nuria, Fuentes, Laura |
| Předmět: |
|
| Zdroj: |
Proceedings of the International Conference on Tourism Research (ICTR); 2021, p237-244, 8p |
| Abstrakt: |
The aim of this study is to analyse the behaviour and attitude of museum employees when interacting with visitors to determine the transmission of the museum brand identity through such interaction. To achieve this objective, a qualitative methodology based on participant observation has been used in seven museums and monographic centres of the artist Pablo Picasso in Spain and France. The application of this technique has made it possible to deduce three types of brand behaviour: visual, verbal and emotional brand behaviour. The results highlight the need for explicit brand behaviour in the museums analysed so that the organisation's mission and values reach visitors through employee-visitor interaction. This is particularly important for an increasingly changing and dynamic sector whose management is still in a transition phase between the conservative and the business. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
