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Du marketing expérientiel appliqué aux musées

Author

Listed:
  • Dominique Bourgeon-Renault

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'analyse de la valeur est passée, au cours des quinze dernières années, d'une perspective transactionnelle (voire utilitariste) à une approche plus relationnelle : on parle alors de marketing expérientiel. L'approche expérientielle confirme que la valeur de la consommation culturelle se fonde plus spécifiquement sur l'hédonisme, l'esthétisme, le symbolisme et la recherche de lien social dans la relation des individus avec les œuvres d'art et les lieux culturels. Cela signifie notamment, pour les musées, qu'ils doivent amener leurs visiteurs à s'approprier l'expérience, c'est-à-dire à vivre une "suite d'immersions" extraordinaire. Ils doivent également proposer des services facilitant la participation ou l'appropriation, individuelle ou collective, des musées (lieu d'expositions d'artistes avec rencontres, aspects ludiques ou festifs de la visite... mais aussi restaurant, cafétéria, boutique... permettant de prolonger l'expérience de visite).

Suggested Citation

  • Dominique Bourgeon-Renault, 2005. "Du marketing expérientiel appliqué aux musées," Post-Print halshs-00112570, HAL.
    • Handle: RePEc:hal:journl:halshs-00112570
    as

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