Learning and relationship orientation: an empirical examination in European museums

Producción CientíficaThe purpose of this paper is to assess the interrelations between learning orientation, innovation strategy, relationship orientation and economic and social performance in the management of cultural organizations such as museums. We first provide a review of the literature addressing the main constructs involved in the research: learning orientation, innovation, relationship orientation and performance and we detail the model’s hypotheses reflecting the interrelations amongst the proposed variables. Building on extensive literature, a model is developed and empirically tested using survey data collected from 491 European museums in Spain, France, Italy and the United Kingdom. Data are analyzed through structural equation modelling. In the present study, evidence is found to support the positive and significant link between learning orientation and internal (organizational innovation) as well as external (relationship orientation) changes in museums. Further, we find that organizational innovation and relationship orientation aid the introduction of greater technological developments in these organizations. We also find evidence to support the idea that learning orientation, innovation strategy and relationship orientation impact the economic and social performance of museums. Findings clearly show that achieving organizational objectives through learning processes necessarily entails the introduction of internal changes –innovation-, and external relationships –relationship orientation.Ministerio de Economía, Industria y Competitividad (SEJ2007-67095/ECON

Efficiency of web communication strategies. The case of art museums

Producción CientíficaThe success of a web communication strategy depends on the ability to construct efficient websites which spark the public’s interest and attract visitors. To this end, organizations adopt a range of approaches: content web, transactional web, or interactive web. Such is the case of museums, organizations which are increasingly using innovation in their communication with the public via websites and by building new relationships through new technologies. The present research explores the impact which the approach or orientation to online communication has on online traffic as an indicator of success. The empirical work is based on analyzing information from a sample of the world’s major art museums. Results show content orientation and interaction to be the main drivers of web traffic. Findings also reveal that it is the larger museums, mainly in the US and UK, which have most innovated their websites.Ministerio de Economía, Industria y Competitividad (Project ECO2012-38552

Achieving effective visitor orientation in European museums. Innovation versus custodial

Producción CientíficaThe context in which museums operate has evolved considerably over the last few decades, while the challenges they face have increased. The current need for museums to augment their own revenue and improve their performance coupled with the transformation of cultural models towards more experiential services has led many to adopt a consumer orientation in an effort to make museums and their collections increasingly accessible to visitors. This visitor orientation is more than just a wish to bring culture closer to the public, but rather a desire to understand visitors’ demands and thus adapt to their expectations. This paper seeks to explore the relation between visitor orientation and performance in museums. Specifically, the study focuses on technological innovation and tradition as two alternative strategies to respond to visitor expectations. An empirical study was conducted for a sample of 491 European museums. Evidence is found to support the notion that the impact of visitor orientation on economic and market performance depends on how visitors’ needs are perceived and on museums’ commitment to either innovation or tradition and custody. Whereas technological innovation has a positive impact on revenue and economic performance, the impact of custodial orientation is negative. Custodial orientation only proves effective in market terms in large museums but does not prove effective in economic terms, for either small or large museums. This paper offers a guide as to how to deal with visitor orientation in cultural and heritage organizations. Although an orientation to innovate geared towards satisfying visitor needs would seem the logical way for museums to increase visitor numbers, an approach involving too much innovation, often leading museums to becoming shows, has been widely criticized.Ministerio de Economía, Industria y Competitividad (Project ECO2012-38552

Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences

Producción CientíficaThis paper aims to explore the link between creativity orientation, investment in visitors’ experience and operating and funding performance in tourist attractions, taking museums as a case study. The empirical work is based on an analysis of the information provided by a sample of Spanish, French, German, British and American museums. The findings highlight the positive impact of creativity orientation on museums’ operating performance, but show a curvilinear effect on funding performance. The use of new technologies and adaptation to the audience proves positive when seeking to attract visitorsThis work was supported by the Ministry of Economy and Competitiveness. National R&D Plan. It forms part of the research project “Innovating European museums. Analyzing activities, determinants, and efficiency indicators” [ECO2012-38552]

From post-consumption experience evaluation to online generated content and intensification

En el contexto de los museos, el presente trabajo analiza hasta qué punto la evaluación de la experiencia in situ (satisfacción y valor percibido) que realizan los visitantes refuerza sus comportamientos online a corto plazo (consultar y generar contenido online). Sobre la base de la teoría del equilibrio y de la teoría del nivel óptimo de estimulación, proponemos la existencia de un efecto de la evaluación de la experiencia que adoptará forma de U invertida sobre la intensificación y forma de U sobre la intención de generar contenido online después de la visita. Los resultados indican que la satisfacción fomenta la intención de consumir más contenido, mientras que la percepción de haber alcanzado el máximo valor lo limita (efecto U invertida). Por otro lado, si bien la satisfacción y la percepción de una visita rentable motivan a los visitantes a publicar comentarios, las malas experiencias en los museos no tienen ningún impacto en la generación de contenido online.In the context of museums, this paper analyses to what extent visitor evaluation of the in situ experience (satisfaction and perceived value) drives their short-term online behaviours (visiting online content and generating content in online sites). On the basis of the balance theory and on the optimal stimulation level theory, it proposes that the evaluation of the experience has an inverted U-effect on visit intensification while a U-effect on the intention to generate content after the visit. Findings indicate that satisfaction fosters the intention to consume further content, while the perception of having gained the maximum value limits it (inverted U-effect). On the other hand, while satisfaction and the perception of a profitable visit motivate visitors to post online comments, poor experiences in museums have no impact on the generation of online content

What to do after visiting a museum? From post-consumption evaluation to intensification and online content generation

Producción CientíficaIn the context of museums, this paper analyses to what extent visitor evaluation of the experience (attainment, emotion, and satisfaction) drives their short-term online behavior: consumption of further online content (intensification) and posting content in online sites (content generation). On the basis of the optimal stimulation level theory and on the balance theory, it proposes that the evaluation of the experience has an inverted U-effect on visit intensification intention while a U-effect on the intention to generate content after the visit. Findings indicate that satisfaction fosters the intention to intensify or consume further content, while the perception of having gained the maximum attainment and emotional value limits it. On the other hand, while satisfaction and the perception of a profitable visit motivate visitors to post online comments, poor experiences in museums have no impact on the generation of online content

Relationship marketing in museums: influence of managers and mode of governance

Producción CientíficaOn the bases of relationship marketing and social capital, this paper aims to explore whether museums’ external relationships depend on managers and internal relationships as well as on mode of governance. The empirical findings of a hierarchical regression analysis for a sample of 556 museums indicate that close relationships with the external environment require managerial social capital and a supportive culture that favours internal cohesion. Finally, public museums directly run by government entities remain too bureaucratic and lack incentives to promote internal cohesion as well as relationships with customers and other stakeholders. Implications for managers are discussed.This work was supported by the Secretaría de Estado de Investigación, Desarrollo e Innovación [ECO2012-38552]

RESULTADO DEL PROCESO EDUCATIVO: EL PAPEL DE LOS ESTILOS DE APRENDIZAJE Y LA PERSONALIDAD

En esta investigación se plantea el análisis del estilo de aprendizaje y la personalidad eficaz en una muestra de estudiantes universitarios y se analiza su posible asociación con las dimensiones de resultado del proceso educativo:rendimiento académico y satisfacción. Los resultados sugieren que el estilo predominante en los participantes es el reflexivo y que existen relaciones entre los distintos estilos. Se constata también que las dos dimensiones del resultado del proceso educativo (rendimiento académico y satisfacción)mantienen relaciones de dependencia desiguales con las variables individuales consideradas en esta investigación (estilos de aprendizaje y personalidad eficaz). En concreto, en el estudio se subraya la relevancia de los estilos de aprendizaje en la determinación de los resultados académicos obtenidos porlos alumnos universitarios. Asimismo, se comprueba que las variables de personalidad resultan factores relevantes en la explicación de la satisfacción del alumnado con el proceso educativo.ABSTRACTThe current research provides an approach to exploring learning styles and efficient dominating personality over a sample of university students, and seeks to verify the potential link with two outcomes of the learning process: academic performance and satisfaction. Findings suggest that the predominant style amongst participants is a reflexive style, and that there is a link amongst the various styles of learning. We also find that the two outcomes of learning performance (academic performance and satisfaction) demonstrate unequal dependency with the individual variables explored in the research (learning styles and efficient personality). The study specifically highlights the importance of learning styles in determining the academic performance of university students. Furthermore, findings also show that personality variables prove relevant factors in accounting for student satisfaction with the learning process

La influencia de la orientación de marketing de las organizaciones culturales sobre los resultados económicos y sociales alcanzados

La orientación al marketing y al mercado en las empresas y su repercusión sobre los resultados ha sido un tema recurrente en la investigación en marketing. Sin embargo, la aplicación de estas orientaciones en el sector no lucrativo ha tenido poca incidencia. En el presente estudio planteamos la posibilidad de conjugar la orientación al cliente, la orientación a las ventas y la orientación al producto en la consecución de los resultados de las organizaciones no lucrativas, en concreto, en los logros económicos y los logros sociales. El estudio empírico realizado para el caso de los museos españoles revela como los distintos resultados responden al empleo de diferentes orientaciones.Marketing research has emphasized the importance of firms’ marketing orientation and market orientation on performance. However, the application of such orientations in non-profit organizations has had a scarce incidence. In the current work we propose the use of customer orientation, sales orientation and product orientation as a way to achieve the performance of non-profit organizations, concretely, economic and social results. The empirical analysis that has been developed in the case of Spanish museums reveals that performance is highly related to the type of marketing orientation

Un esquema de agencia para una forma organizativa híbrida: la franquicia

La franquicia es una de las formas organizativas de mayor difusión en nuestros días. Su carácter híbrido y flexible la hacen especialmente atractiva como foco de investigación. En este articulo se pretende analizar la misma bajo el prisma de la teoría de la agencia. En concreto, la franquicia es preferible frente a otras organizaciones en la medida que minimiza ciertos costes