Публикации и конференции
Revisiting Museums of Contemporary Art: What Factors Affect Visitors with Low and High Levels of Revisit Intention Intensity?
Trabskaya J., Zelenskaya E., Sinitsyna A., Tryapkin N. Museum Management and Curatorship. 2022.
This paper explores visitor behaviour in the context of contemporary art museums. Assuming that the consumption patterns of contemporary art differ from those of classical art, the study analyses the impact of the cognitive and affective components on revisit intention. We use a survey of visitors to five contemporary art museums in St Petersburg, Russia and apply structural equation modelling. The paper distinguishes between three levels of revisit intention to find out whether cognitive and affective components predefine the likelihood and intensity of revisit intention. The findings demonstrate that the cognitive component has a significant impact on the affective component and revisit intention. Among the affective dimensions, empathy and responsiveness of museum staff are the most important predictors of the high level of revisit intention. The results highlight the need for raising interest of the general public in contemporary art and the importance of human interaction to stimulate revisit intention.
Julia Trabskaya, Elena Zelenskaya, Anastasia Sinitsyna & Nikita Tryapkin (2022) Revisiting museums of contemporary art: what factors affect visitors with low and high levels of revisit intention intensity?, Museum Management and Curatorship, DOI: 10.1080/09647775.2022.2073559
Публикации на рецензии
1. Zelenskaya E., Sinitsyna A., Trabskaya J. Museum physical environment: the effect on individual and group visits // Journal of Services Marketing. 2022.
Purpose: The paper explores the impact of the physical environment on behavioural intentions in the museum setting. The aims are twofold. First, we identify the effect of ambient, design and social dimensions of the physical environment on visitors’ behavioural intentions. Second, we analyse the differences in the impact of these dimensions between individual and group visits.
Design/methodology/approach: The paper distinguishes ambient, design and social dimensions of the physical environment. The data were collected from a visitor survey (N = 430) conducted at a temporary exhibition in The Fabergé Museum in St. Petersburg, Russia. Confirmatory factor analysis and structural equation modelling were used for data analysis.
Findings: Not all dimensions of the physical environment have an equal role in the formation of museum visitor behaviour. The highest impact belongs to the ambient dimension. The impact differs between individual and group visits, with the social dimension having a significant effect on group visits, and the ambient and design dimensions having a significant effect on individual visitors.
Originality: The study is novel in exploring the differences in the impact of the service environment on individuals and groups, such as families, friends, and peers. It addresses the call expressed by Verhoef et al. (2009), transferring it to the museum setting.
2. Tryapkin N., Zelenskaya E., Trabskaya J. Perceived Innovativeness in Museums: The Impact on Visitor Satisfaction and Behavioural Intentions // Museum Management and Curatorship. 2022.
This paper explores the impact of ‘perceived innovativeness’ on visitor-related metrics in museum settings. While prior literature has taken the museum management perspective in innovation research, this study takes a consumer-centric view due to the importance of visitors in the adoption of innovations. We conduct a survey at The Fabergé Museum in St. Petersburg, Russia. First, we implement text analysis techniques to explore the visitors’ understanding of innovations. Second, we build a structural equation model to analyse the impact of perceived innovativeness on customer satisfaction and behavioural intentions. The results demonstrate a significant positive impact of perceived innovativeness on behavioural intentions. The impact is mediated by customer satisfaction. The paper is novel in exploring the concept of perceived innovativeness in the museum setting and confirming the relationship between this and visitor-related metrics. Managerial implications demonstrate the importance of the adoption of innovations in a sector where resistance is typically strong.
Международная конференция AMEC Junior 2022 conference (28 мая, Онлайн):
- Тряпкин Никита: Achieving Performance Outcomes: The Relationships between Museum Innovation, Visitor Loyalty and Satisfaction;
- Заплатина Александра: The Impact of Perceived Value on Revisit Intention in Private Museum Settings (сертификат "Best paper (Master) in section Analytics in Arts and Culture Management").
Постерная сессия, приуроченная к реализации проекта “Cartier in the luxury market” (31 мая, Санкт-Петербург, ул. Кантемировская, 3А):
- Кузьмичева Дарья: The Impact of Brand Perceived Value on Purchase Intention. Young audience (постер);
- Мовчан Надежда: The Difference Between Brand Identity and Brand Perception in Luxury Segment Settings (постер);
- Шумилова Юлия: Cultural Heritage Role in the Perception of the Brand: Case of Young Audience in Context of Lux Segment (постер).
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