Tourism marketing in a metaverse context: the new reality of European museums on meta

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-05-10 DOI:10.1080/09647775.2023.2209841

E. Sánchez-Amboage, Matías Enrique Membiela-Pollán, Valentín-Alejandro Martínez-Fernández, S. Molinillo

引用次数: 2

Abstract

ABSTRACT The ‘contactless’ culture established after COVID-19 and the development of metaverse technologies, such as virtual reality, augmented reality, blockchain and artificial intelligence, serve as vectors of change in museum tourism. Contactless behaviours have forced European museums to reconfigure and strengthen their digital communication and marketing strategies, mainly through social media and audiovisual content, to connect with their audience by virtual means only. This experience has laid the foundations for hybrid communication (physical and virtual) by museums and acted as a pilot experience for their activities in the metaverse of the future. The aim of this research is to analyse the online tourism communication strategies implemented by 20 European museums through Facebook (Meta) in times of COVID-19. The results show the effect of lockdown on patterns of consumption and interaction, and the impact of message content and format on user engagement and participation.

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元宇宙背景下的旅游营销：欧洲博物馆在元宇宙上的新现实

摘要新冠肺炎后建立的“非接触式”文化和元宇宙技术的发展，如虚拟现实、增强现实、区块链和人工智能，是博物馆旅游业变革的载体。非接触行为迫使欧洲博物馆重新配置和加强其数字传播和营销策略，主要通过社交媒体和视听内容，仅通过虚拟方式与观众联系。这一体验为博物馆的混合交流（物理和虚拟）奠定了基础，并成为博物馆未来元宇宙活动的试点体验。本研究旨在分析新冠肺炎期间20家欧洲博物馆通过Facebook（Meta）实施的在线旅游传播策略。结果显示了封锁对消费和互动模式的影响，以及消息内容和格式对用户参与度和参与度的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.