Tourism Marketing in a Metaverse Context: the New Reality of European Museums on Meta
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Tourism Marketing in a Metaverse Context: the New Reality of European Museums on MetaAutor(es)
Data
2023Cita bibliográfica
Eva Sánchez-Amboage, Matías Enrique Membiela-Pollán, Valentín-Alejandro Martínez-Fernández & Sebastian Molinillo (2023) Tourism marketing in a metaverse context: the new reality of European museums on meta, Museum Management and Curatorship, 38:4, 468-489, DOI: 10.1080/09647775.2023.2209841
É version de
https://doi.org/10.1080/09647775.2023.2209841
Resumo
[Abstract] The “contactless” culture established after COVID-19 and the development of metaverse technologies, such as virtual reality, augmented reality, blockchain and artificial intelligence, serve as vectors of change in museum tourism. Contactless behaviours have forced European museums to reconfigure and strengthen their digital communication and marketing strategies, mainly through social media and audiovisual content, to connect with their audience by virtual means only. This experience has laid the foundations for hybrid communication (physical and virtual) by museums and acted as a pilot experience for their activities in the metaverse of the future. The aim of this research is to analyse the online tourism communication strategies implemented by 20 European museums through Facebook (Meta) in times of COVID-19. The results show the effect of lockdown on patterns of consumption and interaction, and the impact of message content and format on user engagement and participation.
Palabras chave
Tourism marketing
COVID-19
Museums
Europe
Metaverse
Meta
COVID-19
Museums
Europe
Metaverse
Meta
Descrición
This is an Accepted Manuscript of an article published by Taylor & Francis in Museum Management and Curatorship on 10 May 2023, available at: https://doi.org/10.1080/09647775.2023.2209841
Versión do editor
ISSN
1872-9185