Exploring the Place of Museums in European Leisure Markets: An Approach Based on Consumer Values

Guergana Guintcheva and Juliette Passebois-Ducros ()
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Guergana Guintcheva: EDHEC - EDHEC Business School - UCL - Université catholique de Lille
Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: This article focuses on museum visits to emphasize the importance of indirect competition among leisure activities. An exploratory study identifies the reasons for museum visits and the benefits and values that consumers associate with these visits. Laddering is used to examine the translation into benefits and values of consumer perceptions of the attributes of leisure offerings. This study positions museums in competition with a limited number of leisure activities, those responding to two end-state values—that is, those revealing a need for passive consumption of heritage and those revealing a need for interactive involvement in the experience.

Date: 2010-11-09
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Published in International Journal of Wine Business Research, 2010, 22 (4), pp.406-422

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05577286

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