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Marketing des musées: le tournant expérientiel

Author

Listed:
  • Dominique Bourgeon-Renault

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

  • Anne Gombault

Abstract

Si les musées se sont largement ouverts au marketing depuis une ou plusieurs décennies, dans les pays développés, ils connaissent aujourd'hui un tournant en la matière : longtemps considérés et se considérant encore eux-mêmes comme des lieux de conservation et d'éducation, ils deviennent aussi aujourd'hui des lieux expérientiels. Partant de ce constat, la recherche vise à dresser un état de la littérature sur le sujet, en distinguant les travaux menés sur le comportement du visiteur de musée et ceux permettant d'appréhender cette nouvelle offre muséale.

Suggested Citation

  • Dominique Bourgeon-Renault & Anne Gombault, 2007. "Marketing des musées: le tournant expérientiel," Post-Print halshs-00266852, HAL.
    • Handle: RePEc:hal:journl:halshs-00266852
    as

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