La consommation culturelle a changé, les organisations culturelles s'adaptent

Positioning Strategies of Cultural Institutions: A Renewal of the Offer in the Face of Shifting Consumer Trends

Quand l'offre muséale fait écho aux grandes tendances de consommation

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 museums in order to improve the understanding of this "new" cultural audience. We define and illustrate by innovative practices each seven consumption orientations. Finally, each tendency is evaluated by professionals of this cultural field.

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 principa…

La méthode de l'essai photographique collectif : Mise en Oeuvre sur le site de Bibracte

This paper exposes a qualitative approach aiming not only to collect and analyze verbal and visual data related to lived experiences but also to present the results in the form of a collective photographic essay. Then, it shows how it is implemented to explore the experiences lived on a cultural and touristic site: that of Bibracte. Finally, its contributions and limitations are reviewed.