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Visitors’ Preferences for Museum Interpretation: Identifying and Targeting Market Segments

Academica Turistica - Tourism and Innovation Journal

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Title Visitors’ Preferences for Museum Interpretation: Identifying and Targeting Market Segments
 
Creator Sedmak, Gorazd
Brezovec, Aleksandra
 
Description A number of heritage studies have revealed that interpretation is an essential component of the visitor experience. However, visitors differ in their interests in interpretation. Preferences for interpretation, which are often neglected in the literature, are essential for the marketing and management of heritage organisations. This paper deals with visitors’ preferences for museum interpretation to determine what the preferred types of interpretation of museums exhibits are and what the differences between the segments of visitors in this regard are. The research focuses on seven Adriatic heritage museums that took part in the cross-border project on the strengthening of cultural tourism through market-oriented initiatives. The survey set out to obtain information on visitor profiles and their preferences for museum interpretation. By isolating and analysing interpretation variables and visitor variables associated with visitor interpretation preferences, a framework was developed that enable the initiatives in museum interpretation for target market segments.
 
Publisher Academica Turistica - Tourism and Innovation Journal
 
Contributor —
 
Date 2018-02-06
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://academica.turistica.si/index.php/AT-TIJ/article/view/100
 
Source Academica Turistica - Tourism and Innovation Journal; Vol 10, No 2 (2017)
2335-4194
1855-3303
 
Language eng
 
Relation http://academica.turistica.si/index.php/AT-TIJ/article/view/100/32
 
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