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Top European Museums on Twitter

In: Tourism and Culture in the Age of Innovation

Author

Listed:
  • Vasiliki Vrana

    (Technological Education Institute of Central Macedonia)

  • Kostas Zafiropoulos

    (University of Macedonia)

  • Konstantinos Antoniadis

    (University of Macedonia)

Abstract

Recently, museums worldwide started to use social media and have developed initiatives to provide widespread access to museum information resource, engage audiences and attract more visitors. Twitter, the most popular microblogging platform, allows museums to spread small time-sensitive amounts of information and transform audiences from passive observers into active participators. However, little research effort has been devoted at investigating the use of Twitter by museums. The paper aims to fill this gap and records the top-60 European museums and their Twitter accounts. Eleven Twitter performance indexes are used to describe the activity and performance of these accounts. Descriptive statistics, Principal Components Analysis and correlational analysis reveal that there is a significant differentiation among museums regarding Twitter performance. Performance of the accounts is described using three principal components: networking, tweeting activity, time that the account is active and involvement. A group of the more active museums on Twitter is constructed. Partially, Twitter performance is in accordance with museums popularity and ranking, while there are a significant proportion of museums which do not use Twitter. Implications and suggestions are provided for the museums to use Twitter as a marketing and promotion channel, especially for the museums which are placed lower within the ranking list.

Suggested Citation

  • Vasiliki Vrana & Kostas Zafiropoulos & Konstantinos Antoniadis, 2016. "Top European Museums on Twitter," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Anastasia Stratigea (ed.), Tourism and Culture in the Age of Innovation, edition 1, pages 457-469, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-27528-4_31
    DOI: 10.1007/978-3-319-27528-4_31
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    Cited by:

    1. Nella, Athina & Christou, Evangelos, 2016. "Extending tourism marketing: Implications for targeting the senior tourists’ segment," MPRA Paper 77468, University Library of Munich, Germany, revised 07 Apr 2016.

    More about this item

    Keywords

    European museums; Twitter; Performance; Activity; Popularity;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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