Tourism marketing in a metaverse context: the new reality of European museums on meta

被引：0

作者：

Sanchez-Amboage, Eva ^{[1
,3
]}

Enrique Membiela-Pollan, Matias ^{[1
]}

Martinez-Fernandez, Valentin-Alejandro ^{[1
]}

Molinillo, Sebastian ^{[2
]}

机构：

[1] Univ A Coruna, Fac Business & Econ, Area Mkt & Market Res, La Coruna, Spain

[2] Univ Malaga, Univ Inst Tourist Invest Intelligence & Innovat, Dept Business Management, Malaga, Spain

[3] Univ A Coruna, Area Mkt & Market Res, Fac Business & Econ, Campus Elvina S-N, La Coruna 15071, Spain

来源：

MUSEUM MANAGEMENT AND CURATORSHIP | 2023年 / 38卷 / 04期

关键词：

Tourism marketing; COVID-19; museums; Europe; metaverse; Meta; USER-GENERATED CONTENT; SOCIAL MEDIA; MESSAGE STRATEGY; ONLINE ENGAGEMENT; CO-CREATION; FACEBOOK; ORGANIZATIONS; COMMUNICATION; TOOL;

D O I：

10.1080/09647775.2023.2209841

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

The 'contactless' culture established after COVID-19 and the development of metaverse technologies, such as virtual reality, augmented reality, blockchain and artificial intelligence, serve as vectors of change in museum tourism. Contactless behaviours have forced European museums to reconfigure and strengthen their digital communication and marketing strategies, mainly through social media and audiovisual content, to connect with their audience by virtual means only. This experience has laid the foundations for hybrid communication (physical and virtual) by museums and acted as a pilot experience for their activities in the metaverse of the future. The aim of this research is to analyse the online tourism communication strategies implemented by 20 European museums through Facebook (Meta) in times of COVID-19. The results show the effect of lockdown on patterns of consumption and interaction, and the impact of message content and format on user engagement and participation.

引用

页码：468 / 489

页数：22

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