Presentation within the Brown Bag Seminar on March 27, 2019 will be held by Ms. Tanja Komarac, PhD, from the Marketing Department. She will present the work-in-emerging Influence of educational and entertainment content on the perceived authenticity of the visitors' museum experience. The paper was written in co-authorship with Prof. Đurđana Ozretić Došen, PhD.
Brown Bag Seminar will be held in Hall No. 4 starting at 2 PM.
Presentation summary:
Experienced marketing attracts more and more attention in marketing science and practice. Traditionally, museums as a service organization had offered mostly educational experience to the visitors. Over the last few years, the increasing emphasis is on the fun experience, on the emerging and introduction of educational and entertainment content in creating experiences in the museum. The objectives of the paper are to reveal the role of educational and entertainment content in museums and the ways of managing the provision of educational and entertainment content. Furthermore, the aim is to explore the influence of variable educational and entertainment content on the perceived authenticity of the visitors' museum experience.
The quantitative methodology of the research was applied. Based on the literature review and previously conducted qualitative research, an empirically tested model of influence of educational and entertainment content on the perceived authenticity of the visitors' museum experience was formed. Six major and six auxiliary hypotheses were tested using confirmatory factor analysis and modeling of structural equations by the method of partially smallest squares.
The results of the research confirmed the existence of a positive impact of educational and entertainment content on the components of the perceived authenticity of the visitors' museum experience. It has been established that all three components of the perceived authenticity of visitors' experiences (museum, visitor and materials) positively affect the visitor's satisfaction. The limitations of the research are related to the type and size of the sample, as well as the application of the method of partially smallest squares.
Description of the Brown Bag Seminar concept:
The Brown Bag Seminar (BBS) is an informal one-hour workshop with aim of presenting research in different stages of design (ideas, rounded theoretical framework, conducted empirical research, etc.), promoting discussion and creating a stimulating environment focused on constructive discussion between exhibitors and the rest of participants of the seminar. The basic idea of the BBS is to create a platform where at least once a month, the FEB ZG employees will have the opportunity to present the ideas and articles they work on within their scientific-research work.
We invite you to respond and help with your constructive comments to exhibitors, and expose by yourself the topics you are currently working on, unpublished works or present the research ideas you are thinking about.
Brown Bag Seminar will be held in Hall No. 4 starting at 2 PM.
Presentation summary:
Experienced marketing attracts more and more attention in marketing science and practice. Traditionally, museums as a service organization had offered mostly educational experience to the visitors. Over the last few years, the increasing emphasis is on the fun experience, on the emerging and introduction of educational and entertainment content in creating experiences in the museum. The objectives of the paper are to reveal the role of educational and entertainment content in museums and the ways of managing the provision of educational and entertainment content. Furthermore, the aim is to explore the influence of variable educational and entertainment content on the perceived authenticity of the visitors' museum experience.
The quantitative methodology of the research was applied. Based on the literature review and previously conducted qualitative research, an empirically tested model of influence of educational and entertainment content on the perceived authenticity of the visitors' museum experience was formed. Six major and six auxiliary hypotheses were tested using confirmatory factor analysis and modeling of structural equations by the method of partially smallest squares.
The results of the research confirmed the existence of a positive impact of educational and entertainment content on the components of the perceived authenticity of the visitors' museum experience. It has been established that all three components of the perceived authenticity of visitors' experiences (museum, visitor and materials) positively affect the visitor's satisfaction. The limitations of the research are related to the type and size of the sample, as well as the application of the method of partially smallest squares.
Description of the Brown Bag Seminar concept:
The Brown Bag Seminar (BBS) is an informal one-hour workshop with aim of presenting research in different stages of design (ideas, rounded theoretical framework, conducted empirical research, etc.), promoting discussion and creating a stimulating environment focused on constructive discussion between exhibitors and the rest of participants of the seminar. The basic idea of the BBS is to create a platform where at least once a month, the FEB ZG employees will have the opportunity to present the ideas and articles they work on within their scientific-research work.
We invite you to respond and help with your constructive comments to exhibitors, and expose by yourself the topics you are currently working on, unpublished works or present the research ideas you are thinking about.