Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences. Issue 2 (12th February 2019)

• Record Type: Journal Article
• Authors: Camarero, Carmen; Garrido, María-José; Vicente, Eva
• Is Part Of: Journal of travel & tourism marketing. Volume 36:Issue 2(2019)
• Page Start: 144
• Page End: 158
• Publication Date: 2019-02-12
• Subjects: Creativity -- visitor experience -- museums -- cultural heritage management -- cultural tourism -- museum funding -- technology -- innovation -- performance -- tourism marketing; Tourism -- Periodicals; 338.47910688
• DOI: 10.1080/10548408.2018.1497567
• Languages: English
• ISSNs: 1054-8408

Abstract

ABSTRACT: This paper aims to explore the link between creativity orientation, investment in visitors' experience and operating and funding performance in tourist attractions, taking museums as a case study. The empirical work is based on an analysis of the information provided by a sample of Spanish, French, German, British and American museums. The findings highlight the positive impact of creativity orientation on museums' operating performance, but show a curvilinear effect on funding performance. The use of new technologies and adaptation to the audience proves positive when seeking to attract visitors.