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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)
Web of Science® Times Cited:2
Deposited By:Tasmanian School of Business and Economics
Deposited On:2016-11-01
Last Modified:2018-03-15
Downloads:0

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