Gamifying Cultural Heritage. Education, Tourism Development, and Territory Promotion

In recent years, communication and digital technologies have widely affected the cultural heritage sector, offering incredible opportunities to enhance the experiential value of heritage assets and improve cultural activities. Furthermore, another trend has gained significant attention: increasing users' engagement through gamification. Several studies have shown the efficacy of gamification for learning achievements, and gaming is also emerging as a useful tool for touristic objectives such as marketing, dynamic engagement with users, and audience development. This chapter aims at presenting two Italian game projects for mobile devices, created to enhance and promote the cultural offer of two peculiar territories. Game design choices, objectives, and outcomes will be discussed to highlight the benefits and limits of these tools and point out the changing practices of cultural institutions and local administrations, which are showing an increasing interest in the exploitation of video games, considering them as strategic marketing tools to promote cultural heritage and tourism.

OTT Streaming Distribution Strategies for Dance Performances in the Post-COVID-19 Age: A Modified Importance-Performance Analysis

The purpose of this study was to explore strategies for distributing online content of dance post COVID-19 in Korea. And specially to discuss the distribution strategies of online performances through videoization of dance performances and OTT (over-the-top) streaming: (1) Methods: For this purpose, a survey was conducted on the distribution strategy of dance online contents for a total of 100 practitioners such as dance field, video contents, and art management. A total 91 sample were used except for defective questionnaires, and Vavra (1997)’s modified important performance analysis was conducted; (2) Results: The results of the matrix through the modified IPA analysis are as follows: first, the first quadrant included ‘quality of dance performance’, ‘platform for OTT streaming’, and ‘promotion for potential audience development’. This means that both explicit and intrinsic importance are high, and it is an important execution factor that has a positive effect on the satisfaction of the online contents of dance only if it is met. Second, the second quadrant included ‘brand awareness of choreographer or dance company’, ‘creative composition and choreography’, and ‘fee and price criteria’. This is a case of low explicit importance but high intrinsic importance, and these factors are attractive attributes that affect the satisfaction of dance online contents, although consumers do not expect it to be important. Third, the third quadrant included ‘new formats and curation’, ‘convergence technology (AR, VR, 3D, etc.) for the field sense’, and ‘online audience service (communication, membership, etc.)’. This means that both explicit and intrinsic importance are low, and if these factors are met, it can have a positive effect on the satisfaction of viewing of dance online contents. However, it does not have a negative effect even if it is not met. Fourth, in the fourth quadrant, ‘production and editing competency’, ‘quality of videos and sounds’, ‘copyright of performance creation’, and ‘fandom and audience management’ was included. This is an essential attribute in the distribution strategy of dance online contents because it has high explicit importance and low intrinsic importance, and it can have a negative impact on satisfaction when these factors are not met.

Path to Accessibility: The current state of disability access in Aotearoa New Zealand museums

<p>The New Museology posits museums and galleries as institutions entwined with issues of social justice and political responsibility. The relationship between museums and their communities is the founding aspect of this theoretical and practical framework. ‘Path to Accessibility’ explores the ways museums and galleries around Aotearoa New Zealand are engaging with communities of people with disabilities, consulting both with representatives from the disability sector and cultural organisations from around the country. This dissertation addresses a current gap in the literature available on how New Zealand museums are adapting to the needs of these audiences; a shift that is necessary given one in four New Zealanders identifies as having lived experience of disability. It also forges a valuable contribution to the field of museum studies by drawing on theory such as audience development and visitor research, and utilising emancipatory research frameworks from disability studies, as well as conducting original research on an under-examined topic. The research comprised a multi-method approach to ensure credibility. Focus group and interview stages collected the experiences and viewpoints of existing museum visitors with disabilities. This provided a foundation on which to create a nationwide survey of 41 museums and galleries. The survey explored multiple aspects of disability access, including physical ingress, inclusive exhibition design, tailored public programming, digital accessibility, and levels of disability representation in staff and management positions. The findings of this research project reveal that museums and galleries in Aotearoa New Zealand are for the most part considering disability access in some way. However, actioning related initiatives is often limited to achieving minimum legislative requirements rather than approaching it comprehensively as part of wider audience development strategies. The analysis of data gathered puts forward a number of suggestions around improving practice in New Zealand museums, central to which is establishing relationships with communities of people with disabilities and their advocacy groups to ensure long-term sustainability. These recommendations have global applicability for museum practice as comparative overseas studies demonstrate strong similarities to the New Zealand context.</p>

Path to Accessibility: The current state of disability access in Aotearoa New Zealand museums

<p>The New Museology posits museums and galleries as institutions entwined with issues of social justice and political responsibility. The relationship between museums and their communities is the founding aspect of this theoretical and practical framework. ‘Path to Accessibility’ explores the ways museums and galleries around Aotearoa New Zealand are engaging with communities of people with disabilities, consulting both with representatives from the disability sector and cultural organisations from around the country. This dissertation addresses a current gap in the literature available on how New Zealand museums are adapting to the needs of these audiences; a shift that is necessary given one in four New Zealanders identifies as having lived experience of disability. It also forges a valuable contribution to the field of museum studies by drawing on theory such as audience development and visitor research, and utilising emancipatory research frameworks from disability studies, as well as conducting original research on an under-examined topic. The research comprised a multi-method approach to ensure credibility. Focus group and interview stages collected the experiences and viewpoints of existing museum visitors with disabilities. This provided a foundation on which to create a nationwide survey of 41 museums and galleries. The survey explored multiple aspects of disability access, including physical ingress, inclusive exhibition design, tailored public programming, digital accessibility, and levels of disability representation in staff and management positions. The findings of this research project reveal that museums and galleries in Aotearoa New Zealand are for the most part considering disability access in some way. However, actioning related initiatives is often limited to achieving minimum legislative requirements rather than approaching it comprehensively as part of wider audience development strategies. The analysis of data gathered puts forward a number of suggestions around improving practice in New Zealand museums, central to which is establishing relationships with communities of people with disabilities and their advocacy groups to ensure long-term sustainability. These recommendations have global applicability for museum practice as comparative overseas studies demonstrate strong similarities to the New Zealand context.</p>

Features of the tourist enterprises image formation

The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These are enterprises that are that for the first time begin to operate in the tourist market and form their image, enterprises that are active in the market, but do not form their image; enterprises that need to review or completely change their image building activities.For each type of enterprise, the stages of the image formation, including the necessary marketing tools, have been developed and substantiated: for the first type of the enterprises – determination of the image audience, development and approval of corporate identity, implementation of internal and external image building, image management; for the second type – image audit, analysis of the causes of the loyalty loss, development and implementation of image events; for the third type – image audit, choice of approach to the image program implementation. It is proved that the image of the tourist enterprise is characterized by a life cycle.It is proposed to consider four stages of the life cycle: formation; development; stability; blurring and loss. The characteristic features of the stages, management goals and the program of image building events have been determined.

Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography

In designing a brand-new sport, do basic tenets of digital entrepreneurship such as ‘solve a user problem’ apply? How is it possible to understand who the potential audience might be for a product and experience that does not yet exist in a Culture Industry such as sports? The paper examines the beginnings of an Australian startup with an early-stage product in the sports and entertainment industry and its use of digital ethnography to investigate key audience segments. The process of audience development occurred alongside the prototyping and testing of a high-tech product that is central to the sport. As the product underwent iterations of development and release, audience interaction with the product was tracked through social media. Discourse analysis of audience engagement with the product on Facebook was conducted to inform a series of user personas that indicated a heavy male bias in the future audience. In exploring the intersection of sports, Cultural Industries and digital entrepreneurship, the paper concludes with observations of how this case challenges each of those notions through the process of ‘starting up’.

Artists as cultural intermediaries? Remediating practices of production and consumption

PurposeThe purpose of this paper is to discuss findings from an Arts and Humanities Research Council (AHRC)-funded research project into the heritage culture of British folk tales. The project investigated how such archival source material might be made relevant to contemporary audience via processes of artistic remediation. The research considered artists as “cultural intermediaries”, i.e. as actors occupying the conceptual space between production and consumption in an artistic process.Design/methodology/approachInterview data is drawn from a range of 1‐2‐1 and group interviews with the artists. These interviews took place throughout the duration of the project.FindingsWhen artists are engaged in a process of remediation which has a distinct arts marketing/audience development focus, they begin to intermediate between themselves and the audience/consumer. Artist perceptions of their role as “professionals of qualification” is determined by the subjective disposition required by the market context in operation at the time (in the case of this project, as commissioned artists working to a brief). Artists’ ability (and indeed willingness) to engage in this process is to a great extent proscribed by their “sense-of-self-as-artist” and an engagement with Romantic ideas of artistic autonomy.Originality/valueA consideration of the relationship between cultural intermediation and both cultural policy and arts marketing. The artist-as-intermediary role, undertaking creative processes to mediate how goods are perceived by others, enables value-adding processes to be undertaken at the point of remediation, rather than at the stage of intermediation.

Transformation of the Museum in the 21st Century: Baltic States Museums Visitors

Audience development in cultural organisations and museums in Lithuania is relevant and not enough explored. While reading different academic literature and research on this topic, the most common issue mentioned is a lack of research about visitors to Lithuanian cultural organisations and museums. Most usually, communication about events and products created for visitors is based on the intuition or opinion of the employees, rather than on analysis of visitor’s expectations. Meanwhile, global research is orientated to understand, who is the audience of the organisation and what expectations it has. Those studies show that the audience is expecting to get new emotions, learn new things, new experiences, and increase social connections, to feel welcomed and interested.