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The Museum of Old and New Art: leveraging entrepreneurial marketing to create a unique arts and vacation venture
Citation
Fillis, I and Lehman, K and Miles, MP, The Museum of Old and New Art: leveraging entrepreneurial marketing to create a unique arts and vacation venture, Journal of Vacation Marketing, 23, (1) pp. 85-96. ISSN 1356-7667 (2017) [Refereed Article]
Copyright Statement
Copyright 2016 The Authors
DOI: doi:10.1177/1356766716634153
Abstract
Entrepreneurial marketing is used to understand new venture creation in the vacation tourism sector
through a case study of private art museum in Tasmania that has become a tourist destination of major
international significance. The Museum of Old and New Art (MONA) has emerged as a major driver of
tourism in the region. Interrogation of the arts and cultural tourism literature sets up a key research
proposition – in arts and cultural tourism, the unique artistic tastes of the entrepreneur often trump
customer needs and preferences by shaping the visitor’s experience through creative artistic innovation.
The findings support our proposition, with additional grounding through the impact of the owner/
manager and associated entrepreneurial marketing and effectuation impacts.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | arts, case study, cultural, effectuation, entrepreneurial marketing |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing Management (incl. Strategy and Customer Relations) |
| Objective Division: | Economic Framework |
| Objective Group: | Management and Productivity |
| Objective Field: | Marketing |
| Author: | Lehman, K (Dr Kim Lehman) |
| ID Code: | 112276 |
| Year Published: | 2017 (online first 2016) |
| Deposited By: | Tasmanian School of Business and Economics |
| Deposited On: | 2016-11-01 |
| Last Modified: | 2018-03-15 |
| Downloads: | 0 |
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