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Quelles stratégies pour les musées sur Internet ? Entre " click and mortar " et " mortar and click "

Author

Listed:
  • Jean-François Notebaert

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Mathilde Pulh

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Rémi Mencarelli

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Laurence Graillot

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Bourgeon-Renault

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Séverine Marteaux-Mencarelli

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

Many companies now use the Internet as part of a click & mortar strategy. This strategy is also used in the museum field, but its consequences have not been evaluated yet. A quantitative study carried out on a sample of 388 visitors, at the Bibracte Museum (France), indicates that the quality of an internet website, as well as the satisfaction and trust experienced by Internet users when browsing, have direct positive influence on word-of mouth and the actual museum visit. It seems therefore appropriate to integrate the internet website to the whole management of cultural and artistic activities, without forgetting to take into account the specificities of this particular field.

Suggested Citation

  • Jean-François Notebaert & Mathilde Pulh & Rémi Mencarelli & Laurence Graillot & Dominique Bourgeon-Renault & Séverine Marteaux-Mencarelli, 2011. "Quelles stratégies pour les musées sur Internet ? Entre " click and mortar " et " mortar and click "," Post-Print hal-00950587, HAL.
    • Handle: RePEc:hal:journl:hal-00950587
    DOI: 10.3917/mav.044.0147
    Note: View the original document on HAL open archive server: https://hal.science/hal-00950587v1
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