Consumer Engagement in the Cultural Sector

The essence of the book is to investigate the forms, benefits, and limitations of engaging consumers in the development of cultural institution offerings. It aims to identify methods for culture product development with consumer engagement, in particular concerning exhibition and educational activities of cultural institutions. The volume provides an extensive literature review of issues related to market orientation, customer centricity, consumer engagement, and co-creation of products and services, with an emphasis on the specificity of the cultural sector. The authors conduct research to capture different perspectives on consumer engagement, including those of consumers themselves, managers responsible for designing the offer, and cultural institution employees. They identify forms, success factors of and barriers to involving consumers (visitors) in the development of museum offerings. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomenon under study. This book will be of interest to scholars interested in culture marketing and consumer behaviour, as well as managers of museums, science centres, and other cultural institutions.