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
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.