Generation Z and technologies on museums – Its influence on perceptions about Quality, Arousal and E-WOM Intentions

Autores

DOI:

https://doi.org/10.29149/mtr.v5i2.5766

Palavras-chave:

tecnologias para museus, satisfação, experiência, boca a boca

Resumo

Os museus são instituições educacionais que nutrem e mantêm o patrimônio cultural da humanidade, desempenhando papéis vitais no desenvolvimento econômico, atraindo turistas locais e estrangeiros. No entanto, o futuro dos museus como destino pode ser significativamente afetado por novas tecnologias. Isso é particularmente relevante, considerando a educação e as expectativas da Geração Z. De fato, sua satisfação pode resultar em recomendações da E-WOM, aumentando a visitação. Os museus podem aumentar a percepção da qualidade, a excitação e a intenção de recomendação, aumentando o uso da TI, o que pode mudar a experiência do visitante. Testamos o relacionamento entre as intenções de recomendar, a excitação e a percepção de qualidade com a tecnologia usada. Os resultados mostram uma forte correlação entre percepções de qualidade e excitação (0,68) e entre excitação e intenção de E-WOM (0,87) quando um nível mais alto de uso de TI foi apresentado. Apesar dos níveis de tecnologia permitirem uma carga emocional mais alta e maiores intenções de recomendação do e-WOM, os problemas operacionais continuam sendo importantes. Em vez de apenas aumentar os gastos em tecnologia, é necessário se concentrar em treinamento e organização interna. Além disso, as tecnologias podem ajudar não apenas a tornar o conteúdo mais atraente, mas também mais compreensível.

Biografia do Autor

Wilian R. Feitosa, Professor no IFSP

Doutor em administração, linha estratégias de marketing, pela FGV (EAESP)

Mestre em administraão, linha marketing, pela FEA USP

Bacharel em administração e ciencias contábeis pela FEA USP

Robson Barbosa, IFSP

Possui graduação em Administração pela Universidade Sao Judas Tadeu (1988), mestrado em Administração pela Pontifícia Universidade Católica de São Paulo (1998), doutorado em Ciências da Comunicação pela Universidade de São Paulo (2005)

Referências

Becker, H. (1991) A pattern of generations and its consequences. Proceedings of Symposium of Dynamics of Cohort and Generations Research, University of Utrecht. Amsterdam Thesis Publishers.
Berger, J. (2011) Arousal increases social transmission of information. Psychological Science, 22 (7), 891-893. http://doi.org/10.1177/0956797611413294
Berger, J. & Milkman, K. (2012) What makes online content viral? Journal of Marketing Research, 49 (April), 192–205. https://doi.org/10.1509/jmr.10.0353
Bonacchi, C. (2017) Museum websites & social media. Issues of participation, sustainability, trust and diversity. International Journal of Heritage Studies, 23 (3), 291-292. https://doi.org/10.1080/13527258.2016.1232301
Botha, E. & Reyneke, M. (2013) To share or not to share: The role of content and emotion in viral marketing, Journal of Public Affairs, 13(2), 160-171. http://dx.doi.org/10.1002/pa.1471
Bolin, G. & Westlund, O. (2009) Mobile generations – The role of mobile technology in the shaping of Swedish media generations. International Journal of Communication, 3, 108 – 124.
Brida, J., Meleddu, M. & Pulina, M. (2012) Factors influencing the intention to revisit a cultural attraction – The case of the Museums of Modern and Contemporary Art in Rovereto. Journal of Cultural Heritage, 13 (2), 167 – 174.
Bruyn, A. D. & Lilien, G. L. (2008) A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, 151-163. http://dx.doi.org/10.1016/j.ijresmar.2008.03.004
Burton, C., Louviere, J. & Young, L. (2009) Retaining the visitor, enhancing the experience: Identifying attributes of choice in repeat museum visitation. International Journal of Nonprofit and Voluntary Sector Marketing, 14, 21-34. http://dx.doi.org/10.1002/nvsm.351
Camarero, C., Garrido, M. J. & San José, R. (2016) Efficiency of web communication strategies: The case of art museums. International Journal of Arts Management, 18 (2), 42-62. https://www.gestiondesarts.com/en/efficiency-of-web-communication-strategies-the-case-of-art-museums-pdf
Carrasco-Santos, M. J. & Padilla-Meléndez, A. (2016) The role of satisfaction in cultural activities’ word-of-mouth - A case study in the Picasso Museum of Málaga (Spain). Tourism & Management Studies, 12 (1), 145-152. http://dx.doi.org/10.18089/tms.2016.12115
Carrier, L., Cheever, N., Rosen, L., Benitez, S. & Chang, J. (2009) Multitasking across generations: Multitasking choices and difficulty ratings in three generations of Americans. Computers in Human Behavior, 25 (2), 483-489.
Charitonos, K., Blake, C., Scanlon, E. & Jones, A. (2012) Museum learning via social and mobile technologies: (How) can online interactions enhance the visitor experience? British Journal of Educational Technology. 43 (5), 802-819. http://dx.doi.org/10.1111/j.1467-8535.2012.01360.x
Christal, M.; Roy, L.& Cherian, A. (2004) Stories told: Tribal communities and the development of virtual museums. Journal of Internet Cataloging. 7 (1), 65-88. http://dx.doi.org/10.1300/J141v07n01_05
Christensen, H. D. (2017) The art of copying: Five strategies for transforming originals in the art museum. Culture Unbound: Journal of Current Cultural Research, 9 (1), 85-107. http://dx.doi.org/10.3384/cu.2000.1525.179185
Chung, J., Park, N., Wang, H., Fulk, J. & Mclaughlin, M. (2010) Age differences in perceptions of online community participation among non-users: An extension of the Technology Acceptance Model. Computers in Human Behavior, 26 (6), 1674-1684.
Claes, F. & Deltell, L. (2014) Museos sociales - Perfiles museísticos en Twitter y Facebook 2012-2013. El profesional de la información, 23 (6), 594-602. https://doi.org/10.3145/epi.2014.nov.06
Derbaix, M. & Gombault, A. (2016) Selling the invisible to create an authentic experience: Imagination at work at Cézanne’s studio. Journal of Marketing Management. 32 (15-16), 1458-1477. https://doi.org/10.1080/0267257X.2016.1199588
Dossin, L. & Riphagen, M. (2017) O workflow da publicação híbrida. In P. Gobira & T. Muccelli (Eds.), Configurações do pós-digital, 266 - 276. Belo Horizonte: edUEMG. http://labfront.weebly.com/livro-pos-digital.html
Fraga, T. (2017) Mindflutuations: Cenários alternativos em BCI (Brain Computer Interaction). In P. Gobira & T. Muccelli (Eds.), Configurações do pós-digital, 100-112. Belo Horizonte: edUEMG. http://labfront.weebly.com/livro-pos-digital.html
Frey, B. (1998) Super museums: An economic analysis. Journal of Cultural Economics, 22 (2-3), 113-125.
Frochot, I. & Hugues, H. (2000) HISTOQUAL: The development of a historic houses assessment scale. Tourism Management, 21 (2), 157 - 167. https://doi.org/10.1016/S0261-5177(99)00045-X
Geismar, H. & Mohns, W. (2011) Social relationships and digital relationships: Rethinking the database at the Vanuatu Cultural Centre. Journal of the Royal Anthropological Institute. 17, 133-155. http://dx.doi.org/10.1111/j.1467-9655.2011.01693.x
Gomide, J. (2017) Tendências e aplicações da realidade aumentada. In Gobira, P. & Muccelli, T. (Ed.) Configurações do pós-digital, 125-142. Belo Horizonte: edUEMG. http://labfront.weebly.com/livro-pos-digital.html
Gosling, M., Coelho, M. & Resende, M. (2014) Qualidade percebida e intenções comportamentais de visitantes de museus: Uma proposta de modelo. Revista turismo: Visão e ação, 16 (3). doi: 10.14210/rtva.v16n3.p656-689
Hausmann, A. (2012) The importance of word of mouth for museums: An analytical framework. International Journal of Arts Management, 14 (3), 32-43. https://www.gestiondesarts.com/en/the-importance-of-word-of-mouth-for-museums-an-analytical-framework/
Helsper, E. & Eynon, R. (2010) Digital natives – Where is the evidence? British Educational Research Journal, 36 (3), 2010.
Ibram: Portal do Instituto Brasileiro de Museus (2011). Museus em números. Instituto Brasileiro de Museus. Retrieved from http://www.museus.gov.br/museus-em-numeros/
Issa, T. & Isaias, P. (2016) Internet factors influencing generations Y and Z in Australia and Portugal: A practical study. Information Processing & Management, 52 (4), 592-617. https://doi.org/10.1016/j.ipm.2015.12.006
Jacobsen, W. C. & Forste, R. (2011) The wired generation: Academic and social outcomes of electronic media use among university students. Cyberpsychology, Behavior, and Social Networking, 14 (5), 275-280.
Kamal, M. & Pramanik, S. A. (2015) Identifying factors influencing visitors to visit museums in Bangladesh and setting marketing strategies for museums. IOSR Journal of Business and Management (IOSR-JBM), 17 (10), 85-92. doi:10.9790/487X-171028592
Kim, J., Ritchie, B. & Mccormick, B. (2012) Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51 (12). https://doi.org/10.1177%2F0047287510385467
Kotler, N., Kotler, P. & Kotler, W. (2008) Museum marketing and strategy: Designing missions, building audiences, generating revenue and resources. San Francisco, CA: Jossey-Bass.
Larkin, B. & Fink, J. (2016) Fantasy Sport, FoMO, and Traditional Fandom: How Second-Screen Use of Social Media Allows Fans to Accommodate Multiple Identities. Journal of Sport Management, 30 (6), 643 – 655.
Lazzeretti, L. & Capone, F. (2015) Museums as societal engines for urban renewal[:] The event strategy of the Museum of Natural History in Florence. European Planning Studies, 23 (8), 1548-1567. https://doi.org/10.1080/09654313.2013.819073
Lovelock, C. & Wirtz, J. (2011) Services marketing: People, technology, strategy (7th ed.). Pearson: Prentice Hall.
Mastrodicasa, J. & Metellus, P. (2013) The impact of social media on college students. Journal of College & Character, 14 (1).
Mccarthy, J. & Ciolfi, L. (2008) Place as dialogue: Understanding and supporting the museum experience. International Journal of Heritage Studies, 14 (3), 247-267. https://doi.org/10.1080/13527250801953736
Ooi, C. S. (2003) Identities, museums and tourism in Singapore: Think regionally, act locally. Indonesia & the Malay World. 31 (89), 80. https://doi.org/10.1080/13639810304445
Parasuraman, A., Zeithaml, V. & Berry, L. (1988) SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 64 (1).
Plaza, B. (2000) Evaluating the Influence of a Large Cultural Artifact in the Attraction of Tourism - The Guggenheim Museum Bilbao Case. Urban Affairs Review, 36 (2).
Pierroux, P.; Krange, I. & Sem, I. (2011) Bridging contexts and interpretations: Mobile blogging on art museum field trips. MedieKultur – Journal of media and communication research, 50, 30 - 47. http://dx.doi.org/10.7146/mediekultur.v27i50.2997
Priporas, C.V., Stylos, N. & Fotiadis, A. K. (2017) Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374 -381. https://doi.org/10.1016/j.chb.2017.01.058
Richani, E. (2016) Strategic marketing in museum management - An indicative marketing plan for the Byzantine and Christian Museum based on secondary analysis. Dissertation. Ionian University. https://doi.org/10.13140/RG.2.2.16581.04326
Runcan, R. (2015) Facebookmania – The psychical addiction to Facebook and its incidence on the Z Generation. Revista de Asistenta Social [Social Work Review], 14 (3), 127 - 136.
Russo, A., Watkins, J., Kelly, L. & Chan, S. (2007) Social media and cultural interactive experiences in museums. Nordisk Museologi, 1, 19-29.
Russo, A., Watkins, J. & Groundwater-Smith, S. (2009) The impact of social media on informal learning in museums. Educational Media International. 46 (2), 153-166. https://dx.doi.org/10.1080/09523980902933532
Ryder, N. B. (1965) The cohort as a concept in the study of social change. American Sociological Review, 30 (6), 843 - 861. http://dx.doi.org/10.2307/2090964
Samodra, A. & Mariani, M. (2012) Determinants of intention to use social networking media among Generation Z in Indonesia. Annual International Conference on Computer Science Education: Innovation & Technology. doi:10.5176/2251-2195_CSEIT12.28
Smith, J. & Clurman, A. (1997) Rocking the ages. New York: HarperBusiness.
Srinavasan, R.; Boast, R.; Becvar, K. M. & Furner, J. (2009) Blobgects: Digital museum catalogs and diverse user communities. Journal of the American Society for Information Science & Technology, 60 (4), 666-678. http://doi.org/10.1002/asi.21027
Strauss, W.& Howe, N. (1991) Generations. New York: Quill William Morrow.
Suzić, B.; Karlíček, M. & Stříteský, V. (2016) Adoption of social media for public relations and museums. Central European Business Review, 5 (2), 5 - 16. https://doi.org/10.18267/j.cebr.148
Swiss, T. & Hanna, J. (2004) New media poetry, institutional support, and art museums. New Media & Society. 6 (1), 82-86, 2004. https://doi.org/10.1177/1461444804039916
Tallon, L. & Walker, K. (2008). Digital technologies and the museum experience: Handheld guides and other media. Lanham, US: AltaMira Press. ISBN: 978-0759111219.
Turner, A. (2015) Generation Z: Technology and social interest. Journal of Individual Psychology. 71 (2), 103-113, 2015. https://doi.org/10.1353/jip.2015.0021
Vavoula, G.; Sharples, M.; Rudman, P.; Meek, J. & Lonsdale, P. (2009) Myartspace: Design and evaluation of support for learning with multimedia phones between classrooms and museums. Computers & Education, 53, 286 - 299. https://doi.org/10.1016/j.compedu.2009.02.007
Vrana, V.; Kydros, D.; Kehris, E.; Theocharidis, G. & Kavavaridis, E. (2019) Top Museums on Instagram: A Network Analysis. International Journal of Computational Methods in Heritage Science, 3 (2), 2019.

Publicado

2020-09-12

Como Citar

Feitosa, W. R., & Barbosa, R. (2020). Generation Z and technologies on museums – Its influence on perceptions about Quality, Arousal and E-WOM Intentions. Marketing & Tourism Review, 5(2). https://doi.org/10.29149/mtr.v5i2.5766