TY - JOUR

T1 - Enhancing museum brands with experiential design to attract low-involvement visitors

AU - Ober-Heilig, Nadine

AU - Bekmeier-Feuerhahn, Sigrid

AU - Sikkenga, Jörg

PY - 2014/9/29

Y1 - 2014/9/29

N2 - PurposeThis purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those visitors with a low involvement with museums.Design/methodology/approachThe authors first analyze the experiential motives that museums should consider as relevant in attracting potential visitors. Consequently, the authors examine effects of experiential design on the participants’ behavior and attitudes, which are relevant for achieving branding objectives and institutional objectives of museums. In an experiment, using computer simulations, the authors tested the effects of an experiential vsus a non-experiential museum design on potential, especially low-involved participants.FindingsThe results of the experiment show a positive impact of the multidimensional experiential design on low-involved participants concerning branding relevant behavior, such as loyalty and perceived differentiation. There is also a positive influence on institutional goals such as perceiving the museum as role model and a positive change of attitude toward museums in general.Research limitations/implicationsBecause of the virtual character of the examined museum the results show only a tendency for potential behavior of real museum visitors. Future studies should test the effects of experience design for a real museum with a distinct brand profile.Practical implicationsThe study reveals that once in a museum, potential visitors with a low involvement can be addressed by a museum design that appeals to their experiential motives and which, at the same time, communicates a differentiated brand profile of the museum. Following the visit, this impression can help to overcome barriers in terms of further museum visits and stimulate positive word-of-mouth advertising to other potential visitors.Social implicationsThe results suggest that from a global perspective, experience inducing museums can become role models for other museums, thus altering the image, expectations, and attitude of potential visitors with low-involvement toward museums as social institutions.Originality/valueFor the first time the explicit effects of a strategic experiential museum design on potential visitors are analyzed in terms of relevant branding and institutional objectives of museums.

AB - PurposeThis purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those visitors with a low involvement with museums.Design/methodology/approachThe authors first analyze the experiential motives that museums should consider as relevant in attracting potential visitors. Consequently, the authors examine effects of experiential design on the participants’ behavior and attitudes, which are relevant for achieving branding objectives and institutional objectives of museums. In an experiment, using computer simulations, the authors tested the effects of an experiential vsus a non-experiential museum design on potential, especially low-involved participants.FindingsThe results of the experiment show a positive impact of the multidimensional experiential design on low-involved participants concerning branding relevant behavior, such as loyalty and perceived differentiation. There is also a positive influence on institutional goals such as perceiving the museum as role model and a positive change of attitude toward museums in general.Research limitations/implicationsBecause of the virtual character of the examined museum the results show only a tendency for potential behavior of real museum visitors. Future studies should test the effects of experience design for a real museum with a distinct brand profile.Practical implicationsThe study reveals that once in a museum, potential visitors with a low involvement can be addressed by a museum design that appeals to their experiential motives and which, at the same time, communicates a differentiated brand profile of the museum. Following the visit, this impression can help to overcome barriers in terms of further museum visits and stimulate positive word-of-mouth advertising to other potential visitors.Social implicationsThe results suggest that from a global perspective, experience inducing museums can become role models for other museums, thus altering the image, expectations, and attitude of potential visitors with low-involvement toward museums as social institutions.Originality/valueFor the first time the explicit effects of a strategic experiential museum design on potential visitors are analyzed in terms of relevant branding and institutional objectives of museums.

KW - Cultural Distribution/Cultural Organization

KW - Kulturbranding

KW - Besucherforschung

KW - Museum

KW - Management

KW - Marketing

U2 - 10.1108/AM-01-2014-0006

DO - 10.1108/AM-01-2014-0006

M3 - Journal articles

VL - 4

SP - 67

EP - 86

JO - Arts Marketing: An International Journal

JF - Arts Marketing: An International Journal

SN - 2044-2084

IS - 1/2

M1 - 5

ER -