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Quand l’offre muséale fait écho aux grandes tendances de consommation. / When museum offer echoes consumption tendencies

Author

Listed:
  • MENCARELLI, Rémi

    (LEG-CERMAB - CNRS - IAE - Université de Bourgogne)

  • PULH, Mathilde

    (LEG-CERMAB - CNRS - IAE - Université de Bourgogne)

  • MARTEAUX, Séverine

    (LEG-CERMAB - CNRS - IAE - Université de Bourgogne)

Abstract

Une conclusion semble actuellement largement partagée et admise par les professionnels du secteur culturel : les motivations des consommateurs ont évolué mais également, et surtout, leur relation aux produits et services culturels. Cet article propose une analyse de type trend marketing appliquée au domaine des musées afin de mieux appréhender ce « nouveau » consommateur culturel. Après avoir été définies et illustrées par des pratiques managériales innovantes et récentes, chacune des sept orientations de consommation retenues a fait l’objet d’une évaluation par un groupe de professionnels du secteur./ A conclusion is widely shared by the professionals of cultural sector: the consumers’ motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to museums in order to improve the understanding of this "new" cultural audience. We define and illustrate by innovative practices each seven consumption orientations. Finally, each tendency is evaluated by professionals of this cultural field.

Suggested Citation

  • MENCARELLI, Rémi & PULH, Mathilde & MARTEAUX, Séverine, 2007. "Quand l’offre muséale fait écho aux grandes tendances de consommation. / When museum offer echoes consumption tendencies," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 2007-01, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    • Handle: RePEc:lat:gstion:2007-01
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    Keywords

    tendances de consommation ; musées ; trend marketing ; consumption tendencies ; museums;
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