The New Concepts Shaping the Marketing Communication Strategies of Museums

Abstract

Museums play an important role in the promotion of the tourism industry and in creating local jobs. Being related to the consumption of people’s leisure time, museums should build marketing communication strategies inspired by the successful activities adopted by other entertainment industries and learning institutions competing for the same people’s attention and interest. The aim of all visitor-oriented approaches is to produce an immersive visitor experience that can be created by using ICTs technologies, creative ideas from digital games, and gamification techniques that proved to be successful in other domains. For promoting museums as attractive destinations, guerilla marketing campaigns have become options that museums should consider.