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

IF 1.4 3区社会学 0 HUMANITIES, MULTIDISCIPLINARY

Museum Management and Curatorship Pub Date : 2023-05-10 DOI:10.1080/09647775.2023.2209841

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

{"title":"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","authors":"E. Sánchez-Amboage, Matías Enrique Membiela-Pollán, Valentín-Alejandro Martínez-Fernández, S. Molinillo","doi":"10.1080/09647775.2023.2209841","DOIUrl":null,"url":null,"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.","PeriodicalId":46506,"journal":{"name":"Museum Management and Curatorship","volume":"38 1","pages":"468 - 489"},"PeriodicalIF":1.4000,"publicationDate":"2023-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Tourism marketing in a metaverse context: the new reality of European museums on meta\",\"authors\":\"E. Sánchez-Amboage, Matías Enrique Membiela-Pollán, Valentín-Alejandro Martínez-Fernández, S. Molinillo\",\"doi\":\"10.1080/09647775.2023.2209841\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":46506,\"journal\":{\"name\":\"Museum Management and Curatorship\",\"volume\":\"38 1\",\"pages\":\"468 - 489\"},\"PeriodicalIF\":1.4000,\"publicationDate\":\"2023-05-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Museum Management and Curatorship\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/09647775.2023.2209841\",\"RegionNum\":3,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"HUMANITIES, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Museum Management and Curatorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/09647775.2023.2209841","RegionNum":3,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"HUMANITIES, MULTIDISCIPLINARY","Score":null,"Total":0}

引用次数: 2

摘要

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。

查看原文本刊更多论文

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

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.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Museum Management and Curatorship HUMANITIES, MULTIDISCIPLINARY-

CiteScore

4.60

自引率

28.60%

发文量

期刊介绍： Museum Management and Curatorship (MMC) is a peer-reviewed, international journal for museum professionals, scholars, students, educators and consultants that examines current issues in depth, and provides up-to-date research, analysis and commentary on developments in museum practice. It is published quarterly and all submitted manuscripts will undergo double-blind review. The journal encourages a continuous reassessment of collections management, administration, archives, communications, conservation, diversity, ethics, globalization, governance, interpretation, leadership, management, purpose/mission, public service, new technology and social responsibility.