Special Issue: Contemporary Issues in Museums and Heritage Marketing Management
Journal of Marketing Management, Volume 32, 2016, Issue 15-16

Editorial: Contemporary issues in museums and heritage marketing management: introduction to the special issue
Babak Taheri, Kevin O’Gorman & Ian Baxter

Engaging and marketing to stakeholders in World Heritage Site management: a United Kingdom multiple case study perspective
Sean Lochrie
“This research addresses the limited studies which apply stakeholder theory to World Heritage Site (WHS) management and managerial theory to heritage management. WHS management highlights a context where sites rely on numerous interests uniting through goodwill. This is intensified by the multiple-ownership patterns which characterise many WHSs, necessitating a need for collective action. This study aims to explore how managers attempt to manage stakeholders and generate involvement and support …” Read more >

Domesticating fears and fantasies of ‘the East’: integrating the Ottoman legacy within European heritage
Derek Bryce & Senija Čaušević
“‘Europe’ has no fixed geographical, historical, religious or cultural boundaries. Claims for the existence of European civilization as a discrete construct are continually made yet dissolve on close scrutiny. Here, we examine these claims at one of the grandest points of existential crisis and belonging for Europe, the relationship with the ‘Other within’: Turkey, the Balkans and Ottoman heritage in Europe …” Read more >

Action at the exhibit face: video and the analysis of social interaction in museums and galleries
Dirk vom Lehn & Christian Heath
“Whilst we can observe a considerable increase in importance of arts and museum marketing, research of people’s engagement with art in exhibitions is relatively rare. This neglect of people’s action and interaction in exhibitions is somewhat surprising considering that it is in exhibitions where museums are in direct contact with their audience. This article begins with a review of the emergence of video-based research in the social sciences before turning to the use of video for the study of visitor behaviour in exhibitions …” Read more >

Selling the invisible to create an authentic experience: imagination at work at Cézanne’s studio
Maud Derbaix & Anne Gombault
“The purpose of this exploratory research is to understand how visiting a particular heritage-based attraction, Cézanne’s studio in Aix-en-Provence – an almost empty place in which Cézanne painted his major works – becomes an authentic experience through consumer’s imaginative processes …” Read more >

Approaches to managing co-production for the co-creation of value in a museum setting: when authenticity matters
Maree Thyne & Anne-Marie Hede
“This qualitatively-based empirical research explored the strategies used by two museums to manage their roles in co-production as well as how they manage, motivate and guide visitors through the process of co-production. We also gained insights into how visitors responded to these strategies. Our findings suggest that the two museums employ different strategies to co-produce the consumption experience and that their strategies were linked to the nature of authenticity that is apparent in the museums …” Read more >

Role conflict and changing heritage practice: ancestral tourism in Scotland
Samantha Murdy, Matthew Alexander & Derek Bryce
“Developing mutually beneficial outcomes in service encounters can be challenging due to resource asymmetry within co-created experiences. Such encounters can result in role conflict for service providers. Limited attention has been paid to the effect on service providers of highly collaborative exchanges which require specific customisation. An example of this is ancestral tourism, a dimension of heritage consumption, in which visitors actively participate in the co-creation of experience at museums, archives and related heritage sites …” Read more >

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