Comparison between Holistic Museum Visitors and Utilitarian Museum Visitors

Taskin Dirsehan, Azize Müge Yalçin


In marketing strategies, the consumer-focus approach reveals customer experience management as a differentiating tool for competitive advantage in increasing competitive environment. In recent years, museums compete with other leisure and educational institutions such as other museums, theatres, cinemas and amusement parks. Thus, customer experience management provides a competitive advantage for museums.
In this study, museum visitors are clustered according to their experiential appeals and the differences for their post experience dimensions (learning in museum, visitor satisfaction, visit intensification, revisit intention and word-of-mouth communication) are analyzed. In conclusion, as a support for customer experiences’ competitive advantage, it’s revealed that the results of these dimensions are significantly higher for holistic museum visitors than those for utilitarian museum visitors.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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