DIMENSIONS OF EXPERIENTIAL CONSUMPTION AT MUSEUM VISITS

Öz

Along with increasing competition in cultural industries, museums have emerged as a research subject of the marketing field. Accordingly, two research streams, experiential consumption-oriented and customer experience management-oriented studies, have evolved. Experiential consumption-oriented studies focused on the experience types and outputs that occur in the museum. On the other hand, customer experience management-oriented studies discussed service-related stimuli in the museum. Although these studies offered diverse findings, they remained insufficient in identifying types and outcomes of experiences that emerge in the museum comprehensively. Thereby, this study developed a detailed conceptual model that includes experience types and outputs by employing a systematic literature review on experiential consumption-oriented studies. The findings contribute to the museum and marketing literature and related professionals. Especially, an innovative perspective is offered to the literature by identifying environment-based experiences, which were previously neglected, as experience type along with the visitor-based experiences.

Anahtar Kelimeler

• Museum experience
• museum marketing
• experiential consumption
• experiential marketing
• customer experience

MÜZE ZİYARETLERİNDEKİ DENEYİMSEL TÜKETİMİN BOYUTLARI

Öz

Müzeler kültürel endüstrilerde artan rekabetle birlikte pazarlama alanının inceleme konularından biri haline gelmiştir. Bu kapsamda, literatürde müze deneyimini inceleyen deneyimsel tüketim odaklı ve müşteri deneyimi yönetimi odaklı iki tür araştırma yaklaşımının geliştiği görülmektedir. Deneyimsel tüketim odaklı çalışmalar müze ziyaretlerinde ortaya çıkan müşteri deneyimi türleri ile müşterilerin bu deneyimlere karşı verdikleri tepkilere odaklanmışlardır. Müşteri deneyimi yönetimi odaklı çalışmalarda ise hizmetle ilgili deneyimsel uyarıcılar irdelenmiştir. Bu çalışmalar müze deneyimi ile ilgili farklı bulgular sunmuş olsalar da müzede ortaya çıkan deneyim türleri ve çıktılarını kapsayıcı bir şekilde sınıflandırma konusunda yetersiz kalmışlardır. Dolayısıyla, bu çalışmada deneyimsel tüketim yaklaşımını benimseyen önceki çalışmalar üzerinde bir sistematik literatür analizi gerçekleştirilerek müze ziyaretlerinde ortaya çıkan deneyim türlerini ve çıktılarını içeren detaylı bir kavramsal model geliştirilmiştir. Çalışmanın bulguları müze ve pazarlama literatürü ve ilgili profesyoneller için katkılar sunmaktadır. Özellikle, ziyaretçi kaynaklı deneyimlerle birlikte daha önce göz ardı edilen ortam kaynaklı deneyimlerin deneyim türü olarak sınıflandırılmasıyla literatüre yenilikçi bir bakış açısı sunulmaktadır.

Anahtar Kelimeler

• Müze deneyimi
• müze pazarlaması
• deneyimsel tüketim
• deneyimsel pazarlama
• müşteri deneyimi

Kaynakça

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