Museoparks and re‐enchantment of the museum visits: an approach centred on visual ethnology

Rémi Mencarelli and Mathilde Pulh ()
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Rémi Mencarelli: 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

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Abstract: Purpose – The purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies. Design/methodology/approach – To bring out the symbolic dimensions specific to these cultural sites, the methodology used is based on the analysis of photographic media. Findings – The analysis reveals four main symbolic dimensions structuring these hybrid cultural offers: spectacularization, immersive character, ritualized character, and very intense merchandizing of the experience. Research limitations/implications – This analysis allows us to update a hybrid, complex and re‐sized form of cultural experience that goes beyond the classic combination identified in the analysis of edutainment strategies (educational and fun dimensions). Practical implications – From a managerial action perspective, this research provides keys to understanding the strategies proposed by the hybrid offers of museoparks; strategies that might inspire many museum managers eager to imitate them. Originality/value – This research provides keys for understanding the logic underlying the structuring of the experience offered by cultural institutions.

Keywords: Consumption experience; Education; Edutainment; Entertainment; Museopark; Museums; Re‐enchantment; Visual ethnology (search for similar items in EconPapers)
Date: 2012-03
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Citations: View citations in EconPapers (1)

Published in Qualitative Market Research: An International Journal, 2012, 15 (2), pp.148-164. ⟨10.1108/13522751211215877⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01288240

DOI: 10.1108/13522751211215877

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