A stakeholder perspective on heritage branding and digital communication

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dc.contributor.author De Man, Adriaan
dc.contributor.author Oliveira, Cristiana
dc.date.accessioned 2016-12-16T17:28:02Z
dc.date.available 2016-12-16T17:28:02Z
dc.date.issued 2016
dc.identifier.citation De Man, A., & Oliveira, C. (2016). A Stakeholder Perspective on Heritage Branding and Digital Communication. In Tourism and Culture in the Age of Innovation. (pp. 447-455). Springer International Publishing. spa
dc.identifier.isbn 9783319275277
dc.identifier.isbn 9783319275284
dc.identifier.issn 21987246
dc.identifier.uri http://hdl.handle.net/11268/6106
dc.description.abstract How does an archaeological museum understand its function in a digital environment? Consumer expectations are rapidly shifting, from what used to be a passive relationship with exhibition contents, towards a different one, in which interaction, individuality and proactivity define the visitor experience. This consumer paradigm is much studied in fast moving markets, where it provokes immediately measurable impacts. In other fields, such as tourism and regional development, the very heterogeneous nature of the product to be branded makes it near to impossible for only one player to engage successfully. This systemic feature implies that museums, acting as major stakeholders, often anchor a regional brand around which SME tend to cluster, and thus assume responsibilities in constructing marketable identities. As such, the archaeological element becomes a very useful trademark. On the other hand, it also emerges erratically on the Internet, in personal blogs, commercial websites, and social networks. This forces museums to enter as a mediator, authenticating contents and providing credibility. What might be called the digital pull factor poses specific challenges to museum management: what is to be promoted, and how, in order to create and maintain a coherent presence in social media? The underlying issue this paper tries to address is how museums perceive their current and future role in digital communication. spa
dc.description.sponsorship SIN FINANCIACIÓN spa
dc.language.iso eng spa
dc.subject.other Redes sociales spa
dc.title A stakeholder perspective on heritage branding and digital communication spa
dc.type conferenceObject spa
dc.description.impact No data (2016) spa
dc.identifier.doi 10.1007/978-3-319-27528-4_30
dc.rights.accessRights openAccess spa
dc.subject.uem Comunicación audiovisual spa
dc.subject.unesco Tecnología de la comunicación spa
dc.subject.unesco Desarrollo de los museos spa
dc.description.filiation UEC spa
dc.peerreviewed Si spa

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