Building the sustainable iMuseum: is the virtual museum leaving our museums virtually empty?

Hume, Margee and Mills, Michael K. (2011) Building the sustainable iMuseum: is the virtual museum leaving our museums virtually empty? International Journal of Nonprofit and Voluntary Sector Marketing , 16 (3). pp. 275-289. ISSN 1465-4520


This case study offers a combination of content analysis of secondary sources web sites and annual reports to profile online behaviour and practice for the museum sector. Using case analysis of 12 international and domestic museums, the role of services and the online interfaces offered in a museum context are presented. The arts and cultural sector sustaining museums has long been an essential part of enriching and informing the community of historical, scientific and artistic pleasures. The reduction in museum budgets, and the implementation of performance measures based on customer satisfaction management, museums face increasing pressure to attract wider audiences. This requires an understanding of visitor expectations, and experiences, and the identification of opportunities such as online channels to improve awareness and visitation. This case through the collation of data and analysis of 12 museums will present an overall view of current operations of museums internationally and their approach to online channels.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to published version due to publisher copyright policy.
Faculty/School / Institute/Centre: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 22 Aug 2011 01:59
Last Modified: 25 Aug 2014 04:36
Uncontrolled Keywords: online channels, museums, customer satisfaction, online services, museum management, cultural arts
Fields of Research : 21 History and Archaeology > 2102 Curatorial and Related Studies > 210204 Museum Studies
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1002/nvsm.425

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