How Should National Museums Create Competitive Advantage Following Changes in the Global Economic Environment?

Pei-Hsuan Tsai and Chin-Tsai Lin
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Pei-Hsuan Tsai: Department of Marketing and Logistics Management, National Penghu University of Science and Technology, No. 300, Liuhe Rd., Magong City, Penghu County 88046, Taiwan
Chin-Tsai Lin: Department of Business Administration, Ming Chuan University, 5F, No. 130, Jihe Rd., Taipei 11162, Taiwan

Sustainability, 2018, vol. 10, issue 10, 1-20

Abstract: Management strategies play an important role in enhancing the competitive advantage and sustainable development of national museums. The purpose of this study is to focus on evaluating the management strategies of national museums to reduce the gaps in visitor satisfaction that are caused by the interdependence and feedback problems of the so-called BOCR dimensions (namely, benefits, opportunity, costs, and risks) and 24 criteria. This study creates a hybrid competitive advantage multiple-criteria decision-making model for national museums by integrating the decision-making trial and evaluation laboratory-based analytic network process and modified VIKOR (VlšeKriterijumska Optimizacija I Kompromisno Resenje) techniques to solve the problems. We consider five different types of national museums to illustrate how the proposed new evaluation model enhances the competitive advantage of national museums. Our results provide national museum curators with the knowledge and understanding to create promotional and marketing strategies that reduce the gaps in dimensions and criteria to satisfy visitors’ needs and to enhance their competitive advantage.

Keywords: national museum; management and marketing strategy; competitive advantage; hybrid MCDM model; BOCR (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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