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

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Byline AffiliationsSchool of Management and Marketing
Griffith University
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