A Multi-Criteria Evaluation Model for Museums' Visitors to Purchase Cultural Products
| Autor: | WANG, SIH-WUN, 王思文 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 To create new ways of income for museums are to implement pictures, symbols, and cultural elements into cultural products. Many previous studies in marketing for products purchase behaviours only focus on two categories; there are price and functions, although this may be true in the past. The purpose of this study was to investigate the consumers purchase criteria of cultural products. For this study, it provides cultural product marketing strategies for museums based on visitors. Since developing a marketing strategy is a multiple-criteria decision-making (MCDM) problem. This study uses the Decision Making Trial and Evaluation Laboratory (DEMATEL) technique to construct the cultural products purchase interactive relationship among the various criteria/sub- criteria and building each criterion’s influential network relationship map (INRM). And through the VlseKriterijumska Optimizacija I Kompromisno Resenje Method (VIKOR) and the Importance-Performance Analysis (IPA) to examine the gaps in the criteria / sub-criteria to identify the criteria / sub-criteria that need to be improved. The results of this study provide museum marketing manager with an idea-based understanding of how to create marketing strategies that enhance visitors’ needs. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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