Paused Renaissance: Factors Affecting the Athens Byzantine and Christian Museum Branding

Anna Zarkada-Fraser and Vassiliki Markaki ()
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Vassiliki Markaki: Cyprus University of Technology

A chapter in Transcending Borders in Tourism Through Innovation and Cultural Heritage, 2022, pp 627-635 from Springer

Abstract: Abstract This paper examines the socio-political factors affecting the Byzantine and Christian Museum of Athens (B&CMoA) brand transformation through the theoretical lens of Service Science using a triangulated mixed methods case study approach. Primary data comprised documents (critical discourse analysis of policies, laws, and regulations), physical evidence (participant observation of exhibitions and peripheral services and netnographic study of its websites and social media), and visitor experience (content analysis of online reviews and critiques). It demonstrates that only the B&CMoA core services have shifted from the ‘Museum as Mausoleum’ paradigm toward that of a co-creator of meaningful experiences which facilitate the personalized interpretation of how the past lives in the present. Government decision, archaic laws, and Volatile, Uncertain, Complex and Ambiguous (VUCA) socio-political conditions have obstructed the full deployment of a coherent omnichannel phygital brand. Guidelines are proffered for reimagining the museum as a visitor-centric servicescape and navigating challenges to develop resilient museum brands.

Keywords: Museum branding; Core and peripheral museum service design; Servicescapes; Museum relevance; Interpretation of exhibition; Service-dominant logic; Resilience (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-92491-1_38

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DOI: 10.1007/978-3-030-92491-1_38

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