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SDT2012 (P3.1): Service Design in Tourism: Examining the Museum Experience
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SDT2012 (P3.1): Service Design in Tourism: Examining the Museum Experience

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other …

This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):

Anita Zehrer, Austria
MCI Tourism

Dr. Anita Zehrer is Deputy Head and Senior Lecturer at the School of Tourism and Leisure of the Management Center Innsbruck (MCI). Her research interests are diverse and include consumer behaviour in tourism, service experiences and service design, social media in tourism, entrepreneurship and leadership in tourism, family business management in tourism, epistemology in tourism and tourism education. She currently serves on the Editorial Boards of the Journal of Travel Research, Journal of Vacation Marketing and the Tourism Review.

Service Design in Tourism: Examining the Museum Experience
Museums are regarded as experience-centered places that offer both emotional and cognitive stimuli and as places of service experience consumption. As museums are becoming more visitor-oriented and facilitating experiences that satisfy their visitors, a deeper understanding of visitor experiences via their personal thoughts and feelings during museum visits are vital. Following this paradigm shift in museum experience management, a museum is an amalgam of a series of experience encounters (tangible and intangible) and museum experiences are derived from both service providers (quality of performance) and visitors themselves (quality of experience). The purpose of this presentation therefore is to report a project carried out at the National Museum of Australia in Canberra in April/May 2012. The National Museum of Australia is a social history museum where visitors explore the land, nation and people of Australia. The museum focuses on indigenous histories and cultures, histories of European settlement and Australian interaction with the environment. Visitors of all age groups were invited to apply myServiceFellow during their museum experience in an attempt to understand their customer journey. The aim of the project is to provide an insight into museum service experience consumption from the minds of visitors and to contribute managerial implications for formulating relevant marketing strategies and the promotion of the National Museum of Australia as a service experience consumption place to attract more visitors.

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  • 1. Service Design in Tourism - Examining the Museum Experience Anita Zehrer, Management Center Innsbruck, AT Birgit Muskat, University of Canberra, AU Raechel Johns, University of Canberra, AU Matthias Muskat, University of Canberra, AUSept 23rd, 2012 SDT Conference 2012 Innsbruck 1
  • 2. content outline overview introduction justification of research purpose literature review museum museum experiences empirical study methodology & research design findings limitations lessons learned outlook and next stepsSept 23rd, 2012 SDT Conference 2012 Innsbruck 2
  • 3. introduction justification for research paradigm shift in museum experience management from a traditional to an experiential approach  museums have expanded in variety and exploded in popularity over the last few decades  a museum is an amalgam of a series of experience encounters (tangible and intangible)  museum experiences are derived from both service providers (quality of performance) and visitors themselves (quality of experience)  museums as experience-centred places must become more visitor- oriented and facilitate experiences that satisfy their visitorsSept 23rd, 2012 SDT Conference 2012 Innsbruck 3
  • 4. introduction purpose … to contribute to the debate on museums as experience-centered places (exploratory research) … to understand how museum experience is perceived by visitors (natural setting) … to understand the customer journey in a museum setting … to provide an insight into museum service experience consumption from the minds of visitors (student setting) … to derive managerial implications for the museum industrySept 23rd, 2012 SDT Conference 2012 Innsbruck 4
  • 5. literature review museum experience author definition of museum and museum experience ICOM, 2008 a museum is „… a non-profit, permanent institution in the service of society and its development, open to the public, which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment” Douglass, 2003 museum stands for a wide range of informal educational institutions, including art, history, exhibits and collections Falk and Dierking, museum experience is a complex construct given the 2002 multiplicity of visitor and museum types and involves the interaction of three contexts: the personal, social and physical context Table 1. DefinitionsSept 23rd, 2012 SDT Conference 2012 Innsbruck 5
  • 6. empirical study research design approach exploratory method qualitative, case study, ethnographic research case National Museum of Australia, Canberra study period April and May 2012 research setting 29 post-graduate students of UC Table 2. Research DesignSept 23rd, 2012 SDT Conference 2012 Innsbruck 6
  • 7. empirical study survey instrumentSept 23rd, 2012 SDT Conference 2012 Innsbruck 7
  • 8. empirical study case National Museum of Australia in Canberra - a social history museum where visitors explore the land, nation and people of Australia - focuses on indigenous histories and cultures, histories of European settlement and Australian interaction with the environment - sits on an 11 hectare site in Australias national capital Canberra on the Acton Peninsula, edging Lake Burley Griffin - project originated with an International Design Competition which the architects won in 1997 and was opened in March 2001Sept 23rd, 2012 SDT Conference 2012 Innsbruck 8
  • 9. empirical study case The National Museum of Australia on Acton PeninsulaSept 23rd, 2012 SDT Conference 2012 Innsbruck 9
  • 10. empirical study case The Museum HallSept 23rd, 2012 SDT Conference 2012 Innsbruck 10
  • 11. empirical study case The garden of Australian dreamsSept 23rd, 2012 SDT Conference 2012 Innsbruck 11
  • 12. empirical study analysis instrumentSept 23rd, 2012 SDT Conference 2012 Innsbruck 12
  • 13. empirical study findings I Figure 1. Overview of touchpoints by different usersSept 23rd, 2012 SDT Conference 2012 Innsbruck 13
  • 14. empirical study findings II Figure 2. Example of customer journeySept 23rd, 2012 SDT Conference 2012 Innsbruck 14
  • 15. empirical study findings III Written comment at by gsj-UC 13 at touchpoint ‘Torres Strait, 05.07.2012, 12:09’ “Bipotaim-Stories from the Torres Strait.1 The entrance to this gallery is really tucked away – and I would have missed noticing it if I didnt do a 360 degree turn when I was looking at another exhibit.” 1Bipotaim: Stories from the Torres Strait is an exhibition of striking photographs, stories and objects about the lives, culture and identity of Torres Strait Islanders.Sept 23rd, 2012 SDT Conference 2012 Innsbruck 15
  • 16. empirical study findings IV Figure 3. Example of video by userSept 23rd, 2012 SDT Conference 2012 Innsbruck 16
  • 17. empirical study findings V Figure 4. Example of picture by userSept 23rd, 2012 SDT Conference 2012 Innsbruck 17
  • 18. empirical study findings VI Figure 5. Example of picture by userSept 23rd, 2012 SDT Conference 2012 Innsbruck 18
  • 19. limitations of study exploratory study and case study methodology  only 1 museum is taken into consideration  not typically generalizable to the population at large  only fragmentary exploration  based on quality of observation of people’s behavioural interaction with services  limits the degree to which sub-analysis can be performed on the data  involves costs in terms of time and resourcesSept 23rd, 2012 SDT Conference 2012 Innsbruck 19
  • 20. lessons learned research setting  Students found it easy to use once they downloaded it. In general, students that were more familiar with smartphones and other internet technologies found the app easier to use and less daunting.  Students generally felt that the use of the app enhanced their visit to the museum – they were more engaged with various aspects of the museum and had a more positive opinion of the museum.  Students interviewed at least one other classmate about their experiences and contrasted their own experiences (contextual interview).Sept 23rd, 2012 SDT Conference 2012 Innsbruck 20
  • 21. lessons learned myservicefellow Text  Everything from catch words to detailed descriptions Photo  Often used without comment  difficult to interpret Video  Hardly used, short videos, some comments with voice Voice  Not used at all  people are afraid to hear own voiceSept 23rd, 2012 SDT Conference 2012 Innsbruck 21
  • 22. outlook next steps • systematic data analysis (content analysis) of pictures, videos and texts • interpretation of findings in terms of practical implications for both, the case study at hand and the museum industry • presentation and discussion of findings with museum managers to define the next steps • journal publication as academic outputSept 23rd, 2012 SDT Conference 2012 Innsbruck 22
  • 23. many thanks for your attention. Dr. Anita Zehrer Deputy Head and Senior Lecturer anita.zehrer@mci.edu