Building consumer/arts institution relationships: An exploratory study in contemporary art museums

Juliette Passebois-Ducros () and Philippe Aurier ()
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Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Philippe Aurier: ESCAE de Montpellier

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Abstract: Although cultural consumption continues to grow, arts institutions more than ever must focus on the needs of their clients. How does one reconcile cultural needs with the need for high attendance rates? Visitor loyalty seems to be the best strategy in response to this challenge. Having first touched on the attraction of loyalty, we attempt here to understand what motivates visitors (clients) to engage in a long-term relationship with a museum. A conceptual model is presented and illustrated with a case study: contemporary art work center.

Date: 2004-12
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Published in International review on public and nonprofit marketing, 2004, 1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05577308

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