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The Museum of Old and New Art: leveraging entrepreneurial marketing to create a unique arts and vacation venture
journal contribution
posted on 2023-05-18, 23:22 authored by Fillis, I, Kim Lehman, Miles, MPEntrepreneurial 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.
History
Publication title
Journal of Vacation MarketingVolume
23Pagination
85-96ISSN
1356-7667Department/School
TSBEPublisher
Sage Publications LtdPlace of publication
United KingdomRights statement
Copyright 2016 The AuthorsRepository Status
- Restricted