Enhancing the experience: creating service opportunities using mobile phone technology in museums

Article

Hume, Margee and Sullivan Mort, Gillian. 2008. "Enhancing the experience: creating service opportunities using mobile phone technology in museums." The London Journal of Tourism, Sport and Creative Industries. 1 (2), pp. 3-20.
Article Title

Enhancing the experience: creating service opportunities using mobile phone technology in museums

Article CategoryArticle
AuthorsHume, Margee (Author) and Sullivan Mort, Gillian (Author)
Journal TitleThe London Journal of Tourism, Sport and Creative Industries
Journal Citation1 (2), pp. 3-20
Number of Pages18
Year2008
Place of PublicationLondon, England
Web Address (URL)http://www.emklondon.com/downloads/LMBS-Journal-2.pdf
Abstract

With increased use of mobile phone technology as a marketing tool, service innovation and service delivery research has
focused on the ways that technology affects customers and enhances the experience. Use of mobile phones and other
forms of wireless technology is common practice in some commercial environments and is part of an emerging e-service
paradigm. The marketing perspective on technological service delivery is focused less on reducing costs and more on
enhancing the customer interface. The growth of mobile phone usage has allowed marketers to use SMS messaging and
mobile communications as an advertising and information channel to disseminate messages to current or potential
consumers. This research explores the role of mobile technology in museum marketing. This work aims to advance
knowledge concerning creation and enhancement of service relationships and social bonds using mobile phone
technology in museums. The research adopts a qualitative approach, examining the role of mobile phones in visitor
interaction and museum experience. A set of 22 consultant customers were selected from technologically efficacious
generation-Y segment. Museum visitors offered definitions of a typical museum offering, their mobile phone ownership
and usage and attitude toward the use of interactive mobile technology in a museum experience. Implications for
management and future research are discussed.

Keywordsmobile marketing, museum management, non-profit, interactive technology
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
Public Notes

No evidence of copyright restrictions.

Byline AffiliationsSchool of Management and Marketing
Griffith University
Permalink -

https://research.usq.edu.au/item/q023z/enhancing-the-experience-creating-service-opportunities-using-mobile-phone-technology-in-museums

Log in to edit

Download files

Published Version
Hume_Sullivan_Mort_LMBSJ2_2008_PV.pdf
File access level: Anyone

  • 2024
    total views
  • 533
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as

Related outputs

Editorial - special issue on informatics for ageing and aged-care
Soar, Jeffrey, Hume, Margee and Georgiou, Andrew. 2015. "Editorial - special issue on informatics for ageing and aged-care." Electronic Journal of Health Informatics. 9 (1), pp. 2-3.
Core and peripheral experiences: incidental, accidental or intentional
Cassidy, Frances and Hume, Margaret. 2018. "Core and peripheral experiences: incidental, accidental or intentional ." Journal of Tourism and Hospitality Management. 6 (2), pp. 1-12. https://doi.org/10.15640/jthm.v6n2a1
Singing! Dancing! and Service!: a great show needs service for them to come back
Hume, Margee, Sullivan-Mort, Gillian and Winzar, Hume. 2007. "Singing! Dancing! and Service!: a great show needs service for them to come back." International Conference on Government and Non-Profit Marketing: Social Change sustainability and social entrepreneurship (2007). Portugal 2007
Managing complexity in the service exchange: relationships the customer, the employee and the complex encounter
Hume, Margee, Winzar, Hume and Sullivan-Mort, Gillian. 2007. "Managing complexity in the service exchange: relationships the customer, the employee and the complex encounter." Marketing Theory into Practice: Academy of Marketing Conference 2007. Kingston, United Kingdom 2007
Knowledge Management for NFPS: linking the customer and the employee through the management of knowledge
Hume, Craig and Hume, Margee. 2007. "Knowledge Management for NFPS: linking the customer and the employee through the management of knowledge." Marketing Theory into Practice: Academy of Marketing Conference 2007. Kingston, United Kingdom 2007
A pilot study of core and peripheral experiences: incidental, accidental or intentional
Cassidy, Frances and Hume, Margaret. 2017. "A pilot study of core and peripheral experiences: incidental, accidental or intentional." 5th Annual International Conference on Tourism and Hospitality Research (THoR 2017). Singapore 11 - 12 Dec 2017 Singapore.
Services marketing
Fisk, Raymond and Hume, Margee. 2007. Services marketing. John Wiley & Sons.
Repurchase intent in the experiential context: using an operations and marketing perspective to invesitgate the cultural performing arts
Hume, Margee. 2009. Repurchase intent in the experiential context: using an operations and marketing perspective to invesitgate the cultural performing arts . Koln, Germany. Lambert Academic Publishing.
wHealth - transforming telehealth services
Rana, Rajib, Hume, Margee, Reilly, John and Soar, Jeffrey. 2016. "wHealth - transforming telehealth services." EAI Endorsed Transactions on Scalable Information Systems. 3 (8). https://doi.org/10.4108/eai.9-8-2016.151635
Factors influencing back pain treatment behaviour change
McClymont, Hoda, Gow, Jeff, Hume, Margee and Perry, Chad. 2015. "Factors influencing back pain treatment behaviour change." Journal of Service Theory and Practice. 25 (5), pp. 592-620. https://doi.org/10.1108/JSTP-04-2014-0065
Developing sustainable governance systems at the regional level: the case of emissions trading
Cadman, Tim, Hume, Margee, Maraseni, Tek and Lopez-Casero, Federico. 2015. "Developing sustainable governance systems at the regional level: the case of emissions trading." Thomas, Ken D. (ed.) Handbook of research on sustainable development and economics. United States. IGI Global. pp. 248-266
Opportunistic and context-aware affect sensing on smartphones: the concept, challenges and opportunities
Rana, Rajib, Hume, Margee, Reilly, John, Jurdak, Raja and Soar, Jeffrey. 2016. "Opportunistic and context-aware affect sensing on smartphones: the concept, challenges and opportunities." IEEE Pervasive Computing. 15 (2), pp. 60-69. https://doi.org/10.1109/MPRV.2016.36
Advancing the global perspective of tourism by examining core and peripheral destinations
Cassidy, Frances and Hume, Margee. 2015. "Advancing the global perspective of tourism by examining core and peripheral destinations." Camillo, Angelo A. (ed.) Handbook of research on global hospitality and tourism management. Hershey, PA. United States. IGI Global. pp. 37-53
Uniting the service trinity in non-profit community organisations: a sequence of studies, reflections and implications for theory and practice in the performing arts
Hume, Margee and Sullivan-Mort, Gillian. 2010. "Uniting the service trinity in non-profit community organisations: a sequence of studies, reflections and implications for theory and practice in the performing arts ." Bergmann, Matthaus and Faust, Timotheus (ed.) Handbook of business and finance: multinational companies, venture capital and non-profit organizations. New York, NY. United States. Nova Science Publishers. pp. 79-99
Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing
Hume, Craig and Hume, Margee. 2014. "Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing." Christiansen, Bryan, Yıldız, Salih and Yıldız, Emel (ed.) Handbook of research on effective marketing in contemporary globalism . Hershey, PA. United States. IGI Global. pp. 104-127
Aged care informatics: exploring the role of information, knowledge and aged care management
Hume, Margee, Soar, Jeffrey, Whitty, S. Jonathan, Hume, Craig, El Sayed, Faeka and Johnston, Paul. 2014. "Aged care informatics: exploring the role of information, knowledge and aged care management." International Journal of Enterprise Information Systems. 10 (2), pp. 1-20. https://doi.org/10.4018/ijeis.2014040101
Key enablers for knowledge management for Australian not-for-profit organizations: building an integrated approach to build, maintain, and sustain KM
Hume, Craig and Hume, Margee. 2014. "Key enablers for knowledge management for Australian not-for-profit organizations: building an integrated approach to build, maintain, and sustain KM." Ariza-Montes, Jose Antonio and Lucia-Casademunt, Ana María (ed.) ICT management in non-profit organizations. Hershey, PA, United States. IGI Global. pp. 17-35
Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies
Hume, Margee, Johnston, Paul, Argar, Mark and Hume, Craig. 2013. "Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies." Gonzalez-Perez, Maria Alejandra and Leonard, Liam (ed.) International business, sustainability and corporate social responsibility. Bingley, WYorks. United Kingdom. Emerald. pp. 151 -185
Expanding technology-based transcultural diffusion: lessons learnt from market entry and venture investment in Philippines and Brazil
Hume, Margee, Johnston, Paul, Argar, Mark and Hume, Craig. 2013. "Expanding technology-based transcultural diffusion: lessons learnt from market entry and venture investment in Philippines and Brazil." Christiansen, Bryan, Yıldız, Salih and Yıldız, Emel (ed.) Transcultural marketing for incremental and radical innovation. Hershey, PA. United States. IGI Global. pp. 146-165
Uncovering Victoria's Secret: exploring women's luxury perceptions of intimate apparel and purchasing behaviour
Hume, Margee and Mills, Michael. 2013. "Uncovering Victoria's Secret: exploring women's luxury perceptions of intimate apparel and purchasing behaviour ." Journal of Fashion Marketing and Management. 17 (4), pp. 460-485. https://doi.org/10.1108/JFMM-03-2013-0020
Adopting organisation learning theory in the classroom: advancing learning through the use of blogging and self-reflection
Hume, Margee. 2012. "Adopting organisation learning theory in the classroom: advancing learning through the use of blogging and self-reflection." International Journal of Learning and Change. 6 (1-2), pp. 49-65. https://doi.org/10.1504/IJLC.2012.045856
iLeisure: conceptualizing youth online leisure and quality of life
Hume, Margee and Sullivan Mort, Gillian. 2012. "iLeisure: conceptualizing youth online leisure and quality of life." International Journal of Organisational Behaviour. 17 (2), pp. 87-107.
KM 100: introductory knowledge management for not-for-profit organisations
Hume, Craig, Pope, Nigel and Hume, Margee. 2012. "KM 100: introductory knowledge management for not-for-profit organisations." International Journal of Organisational Behaviour. 17 (2), pp. 56-71.
I learning: the role of the internet and interactive services in youth social learning, school and wellbeing
Hume, Margee and Sullivan Mort, Gillian. 2012. "I learning: the role of the internet and interactive services in youth social learning, school and wellbeing." International Journal of Organisational Behaviour. 17 (3), pp. 61-81.
Examining public hospital service failure: the influence of service failure type, service expectations, and attribution on consumer response
Walton, Andrea and Hume, Margee. 2012. "Examining public hospital service failure: the influence of service failure type, service expectations, and attribution on consumer response ." Journal of Nonprofit and Public Sector Marketing. 24 (3), pp. 202-221. https://doi.org/10.1080/10495142.2012.705179
The role of knowledge management in the large non profit firm: building a framework for KM success
Hume, Craig, Clarke, Peter and Hume, Margee. 2012. "The role of knowledge management in the large non profit firm: building a framework for KM success ." International Journal of Organisational Behaviour. 17 (3), pp. 82-104.
At odds: examining the impact of on-line gambling on youth wellbeing
Hume, Margee and Sullivan Mort, Gillian. 2011. At odds: examining the impact of on-line gambling on youth wellbeing. Saarbrucken, Germany. Lambert Academic Publishing.
Special Issue: Sustainability, Social Entrepreneurship and Social Change
Sullivan Mort, Gillian and Hume, Margee. 2009. "Special Issue: Sustainability, Social Entrepreneurship and Social Change ." Australasian Marketing Journal. 17 (4), pp. 189-191. https://doi.org/10.1016/j.ausmj.2009.06.008
Developing sustainable governance systems for regional sustainability programmes and 'green' business practices: the case of 'green' timber
Cadman, Tim and Hume, Margee. 2012. "Developing sustainable governance systems for regional sustainability programmes and 'green' business practices: the case of 'green' timber." Tortora, Marco (ed.) Sustainable systems and energy management at the regional level: comparative approaches. Hershey, PA. United States. IGI Global. pp. 365-382
The role of Islamic culture in service quality research
Gayatri, Gita, Hume, Margee and Sullivan Mort, Gillian. 2011. "The role of Islamic culture in service quality research." Asian Journal on Quality. 12 (1), pp. 35-53. https://doi.org/10.1108/15982681111140534
Creating positive habits in water conservation: the case of the Queensland Water Commission and the Target 140 campaign
Walton, Andrea and Hume, Margee. 2011. "Creating positive habits in water conservation: the case of the Queensland Water Commission and the Target 140 campaign." International Journal of Nonprofit and Voluntary Sector Marketing. 16 (3), pp. 215-224. https://doi.org/10.1002/nvsm.421
iLeisure and youth
Hume, Margee. 2011. "iLeisure and youth." Building Business Communities: Justice, Performance and Change Creating a Sustainable Scholarly Community Colloquia (2011). Brisbane, Australia 09 Nov 2011 Toowoomba, Australia.
Sustainable education in the western corridor: the research roadmap ahead
Rose, Denis, Ally, Mustafa, Cassidy, Frances, Gardiner, Michael and Hume, Margee. 2011. "Sustainable education in the western corridor: the research roadmap ahead." Building Business Communities: Justice, Performance and Change Creating a Sustainable Scholarly Community Colloquia (2011). Brisbane, Australia 09 Nov 2011 Toowoomba, Australia.
Establishing a conceptual model for the sustainable wine district
Cassidy, Frances, Hume, Margee and Chadee, Doren. 2011. "Establishing a conceptual model for the sustainable wine district." Building Business Communities: Justice, Performance and Change Creating a Sustainable Scholarly Community Colloquia (2011). Brisbane, Australia 09 Nov 2011 Toowoomba, Australia.
Building the sustainable iMuseum: is the virtual museum leaving our museums virtually empty?
Hume, Margee and Mills, Michael K.. 2011. "Building the sustainable iMuseum: is the virtual museum leaving our museums virtually empty?" International Journal of Nonprofit and Voluntary Sector Marketing. 16 (3), pp. 275-289. https://doi.org/10.1002/nvsm.425
Exploring repurchase intention in a performing arts context: who comes? And why do they come back?
Hume, Margee, Winzar, Hume and Sullivan Mort, Gillian. 2007. "Exploring repurchase intention in a performing arts context: who comes? And why do they come back? " International Journal of Nonprofit and Voluntary Sector Marketing. 12 (2), pp. 135-148. https://doi.org/10.1002/nvsm.284
How do we keep them coming?: examining museum experiences using a services marketing paradigm
Hume, Margee. 2011. "How do we keep them coming?: examining museum experiences using a services marketing paradigm." Journal of Nonprofit and Public Sector Marketing. 23 (1), pp. 71-94. https://doi.org/10.1080/10495142.2011.548759
iwork, irest, iplay: exploring youth online behaviour
Hume, Margee and Sullivan Mort, Gillian. 2009. iwork, irest, iplay: exploring youth online behaviour. Koln, Germany. Lambert Academic Publishing.
Fun, friend, or foe: youth perceptions and definitions of online gambling
Hume, Margee and Sullivan Mort, Gillian. 2011. "Fun, friend, or foe: youth perceptions and definitions of online gambling." Social Marketing Quarterly. 17 (1), pp. 109-133. https://doi.org/10.1080/15245004.2010.546939
Analysis of management narrative to understand social marketing strategy: the case for 'Branding Logan City'
Russell, David, Sullivan Mort, Gillian and Hume, Margee. 2009. "Analysis of management narrative to understand social marketing strategy: the case for 'Branding Logan City'." Australasian Marketing Journal. 17 (4), pp. 232-237. https://doi.org/10.1016/j.ausmj.2009.06.007
Understanding core and peripheral service quality in customer repurchase of the performing arts
Hume, Margee. 2008. "Understanding core and peripheral service quality in customer repurchase of the performing arts." Managing Service Quality. 18 (4), pp. 349-369. https://doi.org/10.1108/09604520810885608
The strategic role of knowledge management in non-profit organisations
Hume, Margee and Hume, Craig. 2008. "The strategic role of knowledge management in non-profit organisations ." International Journal of Nonprofit and Voluntary Sector Marketing. 13 (2), pp. 129-140. https://doi.org/10.1002/nvsm.316
Developing a conceptual model for repurchase intention in the performing arts: the roles of emotion, core service and service delivery
Hume, Margee. 2008. "Developing a conceptual model for repurchase intention in the performing arts: the roles of emotion, core service and service delivery ." International Journal of Arts Management. 10 (2), pp. 40-55.
A great show alone won't bring them back
Hume, Margee, Winzar, Hume and Sullivan Mort, Gillian. 2007. "A great show alone won't bring them back ." Pinho, Jose Carlos M. R. (ed.) VIth International Congress on Public and Non-profit Marketing (AIMPN2007). Braga, Portugal 14 - 15 Jun 2007
Understanding the role of involvement in customer repurchase of the performing arts
Hume, Margee and Sullivan Mort, Gillian. 2008. "Understanding the role of involvement in customer repurchase of the performing arts." Journal of Nonprofit and Public Sector Marketing. 20 (2), pp. 299-328. https://doi.org/10.1080/10495140802225016
The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts
Hume, Margee and Sullivan Mort, Gillian. 2010. "The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts." Journal of Services Marketing. 24 (2), pp. 170-182. https://doi.org/10.1108/08876041011031136
Compassion without action: examining the young consumers consumption and attitude to sustainable consumption
Hume, Margee. 2010. "Compassion without action: examining the young consumers consumption and attitude to sustainable consumption." Journal of World Business. 45 (4), pp. 385-394. https://doi.org/10.1016/j.jwb.2009.08.007
Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums
Alcaraz, Celeste, Hume, Margee and Sullivan Mort, Gillian. 2009. "Creating sustainable practice in a museum context: adopting service-centricity in non-profit museums." Australasian Marketing Journal. 17 (4), pp. 219-229. https://doi.org/10.1016/j.ausmj.2009.06.003
Examining the covert nature of product placement: implications for public policy
Kuhn, Kerri-Ann L., Hume, Margee and Love, Anita. 2010. "Examining the covert nature of product placement: implications for public policy." Journal of Promotion Management: innovations in planning and applied research. 16 (1-2), pp. 59-79. https://doi.org/10.1080/10496490903572983
Understanding service experience in non-profit performing arts: implications for operations and service management
Hume, Margee, Sullivan Mort, Gillian, Liesch, Peter and Winzar, Hume. 2006. "Understanding service experience in non-profit performing arts: implications for operations and service management." Journal of Operations Management. 24 (4), pp. 304-324. https://doi.org/10.1016/j.jom.2005.06.002
Satisfaction in performing arts: the role of value?
Hume, Margee and Sullivan Mort, Gillian. 2008. "Satisfaction in performing arts: the role of value?" European Journal of Marketing. 42 (3-4), pp. 311-326. https://doi.org/10.1108/03090560810852959
If the show must go on ..... don't neglect the service!
Hume, Margee, Sullivan Mort, Gillian and Winzar, Hume. 2006. "If the show must go on ..... don't neglect the service!" Journal of Management and World Business Research. 3 (1), pp. 81-119.