Sustainability, economic value and socio-cultural impacts of museums. Analysis of the thyssen-bornemisza national museum (madrid)

Resumen

Museums need to apply sustainable criteria in order to evaluate performance and improve results. The identification of museum attributes is essential to analyse the different factors that attract visitors and study its situation to improve efficiency in museums, as could be the use of funds for developing a marketing campaign in order to attract visitors. Attribute evaluation provides an understanding of the perceived quality and subjective value of the museum visitor experience. To this respect, it is essential to consider also visitor behaviour and satisfaction in order to be able to encourage innovation and sustainability in museums. The use of big data applied to tourism research is vital due to the consideration of the opinion of museum visitors. The opinion and perception of tourists is a crucial factor derived from Electronic Word-of-Mouth (eWOM). Content analysis facilitates detecting attributes perceived by tourists in order to improve their experience. These attributes detected previously are evaluated in a round-table discussion with experts and key stakeholders. The use of Industry 4.0 tools facilitates the understanding of museum performance and the analysis of crucial information. This doctoral dissertation aims to determine a methodological model that allows the analysis of the economic and socio-cultural value of museums and to proof it by appling this methodological model to a case study. The methods proposed are Choice Experiments method, Willingness to Pay and Subjective Quality Indicators. It allows us to evaluate the functioning of museums. Therefore, the proposed methodological model takes a mix-method approach by considering both. The application of the proposed method makes it possible to know precisely the impact of the initiatives and proposals developed by museums. These methods can be extrapolated and used by the scientific community to do research in the performance of museums and the process of decision-making. The case of study is Thyssen-Bornemisza Museum (Madrid, Spain). The results obtained are key to create co-creation strategies. The results obtained offer precious information to carry out innovation processes such as co-creation in order to improve the decision-making processes from museum management perspective. These results show that there are substantial differences between the perception and appreciation of the attributes by the local community and the tourists. The results provide valuable information that can be applied in practice to devise strategies for economic and socio-cultural sustainability aimed to improve decision-making in museum management.