Quelles stratégies pour les musées sur Internet ? Entre " click and mortar " et " mortar and click "

Jean-François Notebaert (), Mathilde Pulh (), Rémi Mencarelli (), Laurence Graillot (), Dominique Bourgeon-Renault () and Séverine Marteaux-Mencarelli
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Jean-François Notebaert: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Mathilde Pulh: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Laurence Graillot: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Dominique Bourgeon-Renault: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Séverine Marteaux-Mencarelli: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: Many companies now use the Internet as part of a click & mortar strategy. This strategy is also used in the museum field, but its consequences have not been evaluated yet. A quantitative study carried out on a sample of 388 visitors, at the Bibracte Museum (France), indicates that the quality of an internet website, as well as the satisfaction and trust experienced by Internet users when browsing, have direct positive influence on word-of mouth and the actual museum visit. It seems therefore appropriate to integrate the internet website to the whole management of cultural and artistic activities, without forgetting to take into account the specificities of this particular field.

Keywords: museum; internet website; click and mortar strategy; word-of-mouth; trust; quality.; musée; site Internet; stratégie click and mortar; bouche à oreille; confiance; satisfaction; qualité. (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://hal.science/hal-00950587v1
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Published in Revue management & avenir, 2011, 4 (44), pp.147-164. ⟨10.3917/mav.044.0147⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00950587

DOI: 10.3917/mav.044.0147

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