Branding in the New Museum Era

Undoubtedly, museums play a vital role in the economy and tourism constituting of a significant unit of cultural tourism. However, facing either rival competition within the leisure industry or funding cutbacks museums are now adopting for-profit strategies aligned with marketing principles. Today museums have redefined their role and activities to conclude newer and more active experiences and entertainment, shifting to experiential notions of “edutainment” and “artertainment”. This paper extends the current knowledge by drawing on a review of 40 papers. This study presents the fundamental components of brand concept within the museum industry. Precisely, essential elements of branding such as brand equity, brand loyalty, and brand resonance are discussed and set to museum sector. This study makes an important contribution to the field of tourist and cultural marketing by advancing our understanding of museum branding and by proposing both new research topics and valuable managerial implications to museums practitioners and scholars

A Report on Museum Branding Literature

Recent social, financial and technological developments have changed dramatically both the NPOs’ and museums’ activities and orientation. Today, museums striving for their viability are urged on marketing and branding orientation. Despite its importance, still museum branding is a neglected research field. This is the first paper to remedy this problem by classifying the recent research by 2016 on museum branding. Drawing on a review of 33 papers this study categorizes the available research relating to the NPOs and museum branding. Therefore, the findings should make a major contribution to research on NPOs and museum/cultural marketing by serving a classification of the recent literature and by recommending both new research venues and profitable managerial recommendations to museums practitioners and scholars

COVID-19 resilience via digital cultural heritage; digital life in museums and festivals during the anthropause

The imposition of the lockdown anthropause massively affected tourism and particularly cultural tourism products. Digital cultural heritage served as a first aid kit amidst COVID-19 reshaping the deliverable experience. Nevertheless, the pandemic created new research streams; no study so far has reviewed digital resilience within museums and festivals. Drawing on a review of 75 papers, and multiple case study analyses, this paper presents three major streams revealing opportunities and problems attendant to social media and digital transformation as the modus operandi during the lockdown, and global best practices of museum and festival reactions including Thessaloniki International Film Festival and Momus. This study views COVID-19 as a disruptive event inaugurating a brand-new digital experience era. The study serves as a valuable classification and theoretical starting point for researchers and, second, as a roadmap for challenges and future research agenda directions of digital museum/festival experience amid digital transformation in the post-pandemic era. Keywords: SARS-CoV-2; COVID-19; social media; AR/VR; museums; festivals; digital transformation; cultural tourism; cultural heritage; resilienc