Museum visitor valuation through Social Media use. How do social media affect the valuation of Dutch museums?
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2019-08-22
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en
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Abstract
In the past few years there have been a lot of cuts in subsidies for Dutch museums. For this reason it has become very important to maintain cashflows and to attract visitors to the museums. In order to attract visitors museums need to understand what creates value for visitors and how their expectations can be influenced by social media before visiting the museum. This thesis has studied the influence of social media use on the valuation of Dutch museums by means of a quantitative study. Theoretically it was expected that fulfilled expectations contribute to a high valuation. For this reason, the decision was made to use the SERVQUAL-model as a scale within this study. This is because the SERVQUAL is capable in measuring the service quality through the fulfillment of expectations in every sector. The research was conducted by a survey with 395 respondents. The main question that is answered with the results of the study is:
How do social media affect the valuation of Dutch museums?
The research showed that social media do not significantly affect the valuation of Dutch museums. However, despite the fact that the results showed that social media use has no significant influence on the valuation, other interesting results have emerged. For example, the most auspicious finding that is found is that the SERVQUAL-model appears to be unsuitable for measuring service quality within the museum sector. According to these findings we may conclude that the SERVQUAL-model lacks construct validity and therefore four new factors have been created that are used to measure the service quality in museums. These factors are service, exhibitions, activities and facilities.
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Faculteit der Managementwetenschappen