Le rôle du lieu dans l'expérience de consommation : une approche par le concept de valeur. Application au cas du spectacle vivant

National audience; L'objectif de cet article est de proposer une réflexion sur le rôle du lieu dans lequel se déroule une expérience de consommation que ce soit un point de vente, un lieu de service, une salle de spectacle...Pour développer cette réflexion, nous distinguons deux niveaux d'analyse. Le premier niveau concerne l'expérience proposée par l'entreprise. Le but est de comprendre comment une entreprise peut utiliser l'environnement physique compris comme cadre de l'expérience en l'intégrant dans une offre d'expérience. Ce premier niveau d'analyse étant néanmoins insuffisant, nous avons développé parallèlement une réflexion concernant l'expérience vécue par le consommateur qui consti…

L'évaluation de l'expérience de consommation : investigation autour de deux modèles alternatifs. Application dans le domaine culturel

International audience

La consommation culturelle change, les institutions s'adaptent

A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.

La communication 2.0 : un dialogue sous conditions

National audience; Des techniques de communication alternatives s'appuyant sur des contenus générés pas les utilisateurs se développent de plus en plus. Or la communication 2.0 pourrait ne pas se révéler être cette nouvelle panacée managériale tant espérée. Si ces outils permettent de s'engager dans un dialogue avec le consommateur, ce dialogue va se faire sous certaines conditions dont les entreprises doivent avoir pleinement conscience.

Pour un enrichissement du concept de valeur dans le secteur culturel

In front of the disruptions which agitate the cultural activities, we have to seek to understand their impact on the marketing process of the cultural institutions. This description constitutes the starting point of managerial problems which will lead us to begin a thought around the value at the theoretical level. Two new tracks emerge from an in-depth reading of studies concerning this concept: the value from a dynamic point of view and the value attached to the place.

Une approche CCT de l’expérience muséale chez les jeunes adultes : le modèle de Falk

International audience

Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?

A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.

Positionnement stratégique des entreprises culturelles : proposition d'enrichissement autour du concept de valeur

National audience; Cet article pose la question du positionnement stratégique des institutions culturelles. Si cette interrogation n'est pas nouvelle, elle mérite d'être à nouveau posée au regard des modifications que subit le secteur culturel à la fois du côté de l'offre et du côté de la demande. Dans cette optique nous envisagerons de nouvelles sources de différenciation possibles pour les institutions culturelles en mobilisant le concept de valeur. Une relecture des travaux autour de cette notion nous conduira à en proposer des extensions qui constitueront autant de voies de positionnement. Nous justifierons chacune de ces extensions et nous verrons quelles implications managériales cela…

Conceptualizing and Measuring the Perceived Value of an Arts Venue as Applied to Live Performance

International audience; This paper mobilizes the concept of value to investigate the influence of physical surroundings on artistic experiences. First the literature on value is reviewed to ascertain just how useful the concept is for understanding the physical environment. The use of the concept supplements other research perspectives on the issue of physical surroundings (sensorial marketing, appropriation). There follows a presentation of the various stages in constructing a scale of perceived value applied to live performances. The paper concludes with a discussion of results (contributions, management implications, research limits, and avenues for further inquiry).

Comment gérer des expériences touristiques extraordinaires ? Analyse et recommandations à partir d’une immersion dans les parcs à thème

Les concepteurs et managers de parcs a theme cherchent avant tout a favoriser l’immersion du visiteur au cœur d’une experience extraordinaire. Pourtant, l’acces a ce type d’experience n’est pas systematique et l’immersion du visi- teur ne semble pas permanente. L’objectif de cet article est d’approfondir la comprehension de l’experience vecue dans ces parcs. L’analyse de 41 journaux de bord de visiteurs de parcs a theme permet de mettre a jour des etats d’immersion mais egalement d’autres etats ressentis (submersion, emer- sion, rejet). Sur le plan managerial, cette demarche offre des cles de comprehension aux managers de ces parcs et plus globalement de sites touristiques proposant des off…

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

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.

Museoparks and re‐enchantment of the museum visits: an approach centred on visual ethnology

PurposeThe purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies.Design/methodology/approachTo bring out the symbolic dimensions specific to these cultural sites, the methodology used is based on the analysis of photographic media.FindingsThe analysis reveals four main symbolic dimensions structuring these hybrid cultural offers: spectacularization, immersive character, ritualized character, and very intense merchandizing of the experience.Research limitations/implicationsThis analysis allows us to update a hybrid, complex and re‐sized form of cultural experience that goes beyond t…

Si j'aurai su, j'aurai pas venu" : éclairage stratégique sur le lancement simultané des deux " Guerre des Boutons "

“If I knew, I will not come”: strategic insight on the simultaneous launch of the two Guerre des BoutonsThe purpose of this paper is to propose an insight on an unusual strategic situation in the movie industry: thesimultaneous launch on screens of two almost identical movies, La Guerre des Boutons. After recalling the stakesattached to the product launch in the film industry, a monograph devoted to this direct confrontation, supplementedby an analysis of the critics of spectators, is proposed. This analysis reveals determinants (the conflictand lack of control in the film industry) and consequences (sub-optimal strategy) of the temporal agglomeration.

Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits

One conclusion is widely shared by the practitioners in the cultural sector: consumer relations with cultural products and services have changed. This paper provides a trend marketing analysis of various areas (theatres and performing arts organizations, museums, cultural events, cultural industries, etc.) so as to better understand this “new” cultural consumer. Seven contemporary trends are examined. Each is defined and then illustrated by innovative offers from cultural organizations. Their appraisal by more than a hundred cultural-sector practitioners in France is presented.

L'interaction lieu - objet comme conceptualisation de l'expérience vécue : test d'un modèle intégrateur

L'expérience vécue par le consommateur fait l'objet de conceptualisations réductrices et normatives en marketing. Cet article défend une conceptualisation plus étoffée de l'expérience vécue fondée sur une interaction lieu-objet et s'appuyant sur le concept de valeur. Une analyse empirique dans le domaine du spectacle vivant est menée en vue de comparer des modélisations concurrentes de l'expérience vécue. Les résultats mettent en avant l'importance du rôle joué par le lieu de consommation comme cadre de l'expérience vécue et confirment son influence indirecte sur la valeur globale perçue. Enfin, ils permettent une validation des différents outils destinés à opérationnaliser ce modèle.

When the arts inspire businesses: Museums as a heritage redefinition tool of brands

International audience; While the literature has mainly considered brand museums as communication tools or complex retail environments, this article analyses them through a heritage framework and suggests that brands can use heritage technologies of the arts for their own purposes. The case study of the brand museum of the Laughing Cow highlights the heritage technologies the brand uses to endorse two heritage roles: an inter-generational memory role based on the transmission of the brand's history and a community representation role through spaces and objects. As a consequence, this research sheds light on how brands can come to be accepted as heritage objects. By using heritage technologi…

Analyse du caractère dynamique des recommandations dans l'industrie cinématographique : le cas des franchises de films

The release of motion picture sequels by studios led to the emergence of interaction effects between sequels over the time and in consequence altering models predicting the box office. If some scholars have examined these interaction effects, they were limited to the box office revenues. The paper proposes an extension of the interaction effects to third-party recommendations. The results – covering 123 sequels – demonstrate the dynamic and persistent nature of the recommendations.

Consumers' brand heritage experience: between acceptance and resistance

International audience; The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights it…

Le marketing culturel

National audience

Towards a Theoretical Clarification of Perceived Value in Marketing

Perceived value by consumers takes on particular importance in the current thinking of managers and marketing researchers. However, the variety of research and the absence of a unified theoretical framework call for further clarification. This paper therefore sets out to identify, on the basis of definitions of and approaches to value, criteria for categorizing and characterizing the notion of perceived value. A comparison with other similar concepts then allows it to be considered within a nomological network. Finally, the managerial implications of perceived value are discussed.

 Muséo-parcs et réenchantement de l’expérience muséale : le cas de la Cité des Arts et des Sciences de Valencia

The museum offer undergoes at present profound transformations. Beyond the traditional structures which do not any more hesitate to use innovative museographies and to slide in the sphere of the leisure activities, it seems to develop a new sector, halfway between museums and amusement parks called museopark. The aim of this article is to analyze an example of this hybrid offer, the City of Arts and Science in Valencia (Spain), fitting very well with the edutainment logic and to understand the structuring elements and the borrowings made in of the amusement parks. After the presentation of theoretical foundations underlying the definition of experiential museums, we expose our case study, b…

The brand quest for heritage: heritage-making and social obligation in brand museums

International audience

WEB 2.0 ET MUSÉES Les nouveaux visages du visiteur

WEB 2.0AND MUSEUMS: THE NEW EACES OF THE VISITOR The increasing integration of techniques from Web 2.0 by the museums illustrates the profound changes that these structures have realized in building their relationship with the audience. The use of these devices, based on a logic of participation, leads to involve the visitor, traditionally rather kept at a distance, on all stages of the implemeritation of the mUseum offered on Internet. Through a careful examinât icin of sites arid features offered by the museal structures, different roles now devolved to the public have been identified. The emergence of these new "faces" of the visitor comes to question, in the longer-term, about the ident…

Prevision model and empirical test of box office results for sequels

International audience; As studios release an increasing number of movie sequels, scholars have begun to examine this strategic choice. Prior studies use standard models of box office performance to evaluate sequels’ performance and have mainly compared the box office results of the original movie with those of its sequel. However, sequels hold a unique position in the motion picture market since they are strongly associated with the original movie. Using the accessibility-diagnosticity framework, this research investigates the drivers behind the success of sequels and examines specifically the original movie’s impact through the role of reviews. The results – from 232 movies (116 original …

L’évolution de la structure de financement des organisations muséales : éclairage sur le rôle des endowment funds

Rompant avec une longue tradition de financement public, certaines grandes institutions muséales européennes voient la part de leur financement privé augmenter considérablement. Cette évolution s’accompagne de la possibilité d’investir cet argent sur les marchés financiers à travers des endowment funds. L’objectif de cet article est de proposer un éclairage sur ce nouveau moyen offert aux musées de gérer leur capital financier. Pour se faire, nous examinerons le système muséal américain où les endowments sont la règle. Cette analyse nous permettra de comprendre ce que recouvre cette notion, d’appréhender ses modalités de mise en oeuvre et de saisir les bénéfices et les risques auxquels les …

Comment gérer des expériences touristiquesextraordinaires ?Analyse et recommandations à partir d’une immersiondans les parcs à thème

The designers and managers of theme parks seek first of allto encourage the visitor's immersion in the heart of an ex-traordinary experience. Nevertheless, access to this type ofconsumption experience is not systematic and the visitor'simmersion does not seem permanent. In this article, we of-fer a better understanding of the park experience. Buildingon the analysis of 41 introspective diaries of theme parkvisitors, we identify states of immersion but also other ex-perienced states (submersion, emersion, reject). On a ma-nagerial plan, this approach offers understanding keys toparks managers and more globally to managers of touristsites offering extraordinary experiences.

Web 2.0: Is the Museum-Visitor Relationship Being Redefined?

International audience; Museums' growing integration of Web 2.0 techniques is indicative of their readiness to redefine their relationship with their audience. While visitors were traditionally kept at arm's length, the use of these techniques now involves them at every stage in implementing the museum offer online. By scrutinizing the Web sites of institutions and the tools they use, the authors are able to highlight the different roles that now fall to the audience in terms of communication, mediation and artistic creation. The authors go on to analyze the ramifications of visitor involvement. While such involvement may well add to audience competencies and make museums more accessible an…

Quand les marques s’invitent au musée

Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes

Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …

L'interaction lieu – objet comme modélisation de l'expérience culturelle vécue : définition, mesure et validation empirique dans le cas du spectacle vivant

This article proposes to reconsider the concept of lived cultural experience. In a first part, we explore the track of value. We try to justify of its interest to apprehend the experience. We also seek to improve the conceptualization of the experience by defining it as an interaction place - object. Then, in a second part, we present an empirical test of this conceptualization in the field of lives performance. This test is followed of a discussion about the results.

Vers une clarification théorique de la notion de valeur perçue en marketing

International audience; La valeur perçue par les consommateurs occupe une place significative dans les réflexions actuelles des praticiens et des chercheurs en marketing. Cependant, la diversité des recherches et l'absence d'un cadre théorique unifié nécessitent un travail de clarification. Cet article propose ainsi d'identifier, à partir des définitions et approches de la valeur, des critères de classification et de caractérisation de cette notion. Puis, la comparaison avec d'autres concepts proches amène à resituer la valeur perçue au sein d'un réseau de relations. Enfin, les implications managériales, liées à l'analyse de la valeur perçue, sont soulignées.

Une approche CCT de l'expérience muséale chez les jeunes adultes: le modèle de Falk

L'objectif de cet article est de proposer un éclairage théorique neuf sur une problématique déjà ancienne : quelles sont les dynamiques de l'expérience muséale ? Nous proposons de porter un nouveau regard sur la question en mobilisant deux cadres théoriques innovants : la CCT et la théorie des motivations identitaires. Ces cadres théoriques nous conduisent à proposer un modèle de type rôles-ressources illustré par des portraits de jeunes adultes franciliens relatant leurs expériences muséales. L'intérêt majeur de ce modèle est sa focalisation sur les motivations identitaires du visiteur, qui permettent de saisir finement son projet de visite ainsi que les ressources muséales mobilisées pour…

L'interaction lieu – objet comme conceptualisation de l'expérience vécue : proposition d'un modèle intégrateur

This article proposes to reconsider the concept of lived experience by the consumer which is the object of a normative vision in marketing. Thanks to the concept of value, we seek to improve the conceptualization of the experience by defining it as an interaction place - object. We conduct an empirical analysis on the field of live shows to compare rival modellings of lived experience. The results show the importance of the consumption place as frame of lived experience and confirm an indirect influence of the place on global perceived value. Finally, they allow a validation of differents scales used in this model.

Museums, consumers, and on‐site experiences

PurposeOne conclusion is widely shared by professionals in the cultural sector: consumer motivations have changed and in particular their relations with cultural products and services. This paper seeks to analyze different trends applied to museums in order to improve the understanding of this “new” cultural audience.Design/methodology/approachFor this trend marketing analysis, seven consumer orientations have been identified (without claiming they are at all exhaustive) after an extended review over the shape of contemporary consumer habits. Besides, the authors wanted to know the opinion of the cultural managers. Each consumer orientation has been evaluated by taking a sample of French pr…