Enhancing the experience: creating service opportunities using mobile phone technology in museums

Hume, Margee and Sullivan Mort, Gillian (2008) Enhancing the experience: creating service opportunities using mobile phone technology in museums. The London Journal of Tourism, Sport and Creative Industries, 1 (2). pp. 3-20. ISSN 1755-1897

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Abstract

With increased use of mobile phone technology as a marketing tool, service innovation and service delivery research has focused on the ways that technology affects customers and enhances the experience. Use of mobile phones and other forms of wireless technology is common practice in some commercial environments and is part of an emerging e-service paradigm. The marketing perspective on technological service delivery is focused less on reducing costs and more on enhancing the customer interface. The growth of mobile phone usage has allowed marketers to use SMS messaging and mobile communications as an advertising and information channel to disseminate messages to current or potential consumers. This research explores the role of mobile technology in museum marketing. This work aims to advance knowledge concerning creation and enhancement of service relationships and social bonds using mobile phone technology in museums. The research adopts a qualitative approach, examining the role of mobile phones in visitor interaction and museum experience. A set of 22 consultant customers were selected from technologically efficacious generation-Y segment. Museum visitors offered definitions of a typical museum offering, their mobile phone ownership and usage and attitude toward the use of interactive mobile technology in a museum experience. Implications for management and future research are discussed.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions.
Depositing User: Assoc. Prof. Margee Hume
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 05 Dec 2010 07:54
Last Modified: 29 Aug 2014 04:04
Uncontrolled Keywords: mobile marketing, museum management, non-profit, interactive technology
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/9049

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