Location image “halo effect” on museum image: an exploratory survey of British Museum visitors
DOI:
https://doi.org/10.7433/s91.2013.07Keywords:
halo effect, London image, British Museum image, exploratory surveyAbstract
Purpose of the paper: This paper explores the museum image formation process, with particular focus on the case of the British Museum in London. The research aims to analyze whether, among the different variables traditionally identified by literature on this issue (motivations, expectations, satisfaction, sources of information etc.), it is possible to identify a “halo effect” of London’s image which influences British Museum visitors’ image formation
Methodology: Considering the exploratory nature of the study, a non-probabilistic sampling procedure was chosen. Data were collected through a structured questionnaire, and interviewees were selected through a non-probability sampling procedure. Data analysis involved multivariate regression, performed through SPSS software
Findings: The collected data provided a preliminary response to the main research question posed by this paper: could the halo effect of London’s image play a role in developing the image visitors have of the British Museum?
Research limits: Due to the sample size of visitors, the research has a mainly exploratory value and intends to represent a pilot study on this issue
Practical implications: The existence of a halo effect on the image of London’s British Museum is a factor to be considered for the identification of museum marketing strategies developed specifically for visitors who appear sensitive to this effect.
Originality of the study: Compared to the literature so far produced on museum marketing, this paper differs in focusing on the relationship between museum image and its location
References
BALOGLU S., MCCLEARY K.W. (1999), “A Model of Destination Image Formation”, Annals of Tourism Research, vol. 26, n. 1, pp. 868-897.
BALZER W.K., SULSKY L.M. (1992), “Halo and performance appraisal research: a critical examination”, Journal of Applied Psychology, vol. 77, n. 6, 975-985.
BENNETT R., KOTTASZ R. (2000), “Practitioner perceptions of corporate reputation: an empirical investigation”, Corporate Communications: an International Journal, vol. 5, n. 4, pp. 224-235.
BERNIER R. (2002), “The uses of virtual museums: The French viewpoint”, paper presented at the Sixth international conference museums and the web 2002, MW2002, April 17-20, Boston.
BILKEY W.J., NES E. (1982), “Country-of-Origin Effects on Product Evaluations”, Journal of International Business Studies, vol. 13, n. 1, pp. 89-100.
BLACKETT T., BOAD B. (1999), Co-branding: The science of alliance, Macmillan, London.
CASCIO W.F. (1991), Applied psychology in personnel management, Englewood Cliffs, Prentice-Hall, New Jersey.
CATEORA P.R., GRAHAM J.L. (1999), International Marketing, 10th eEdition, Irwin McGraw-Hill, Boston, MA.
CHON K.S. (1990), “The Role of Destination Image in Tourism: a Review and Discussion”, Tourist Review, vol. 45, n. 2, pp. 2-9.
CONFETTO M.G., SIGLIOCCOLO M., TUCCILLO C. (2009), “Identifying key relations for destination competitiveness and for creating cultural tourism products: a value system approach to tourist destinations”, Esperienze d’impresa, vol. 2, pp. 25-38.
COOPER W.H. (1981), “Ubiquitous halo”, Psychological Bulletin, vol. 90, n. 2, pp. 218-244.
DIMAGGIO P.J. (1991), “Constructing an organizational field as a professional project: US art museums, 1920-1940”, in Powell W.W., DiMaggio P.J. (eds.), The new institutionalism in organizational analysis, University of Chicago Press, Chicago.
DREDGE D., JENKINS J. (2003), “Destination place identity and regional tourism policy”, Tourism Geographies, vol. 5, n. 4, pp. 383-407.
ECHTNER C.M., RITCHIE J.R.B. (1991), “The Meaning and Measurement of Destination Image”, Journal of Tourism Studies, vol. 2, n. 2, pp. 2-12.
FELDMAN J.M. (1986), “A note on the statistical correction of halo error”, Journal of Applied Psychology, vol. 71, n. 1, pp. 173-176.
FISHBEIN M., AJZEN I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
FOMBRUN C.J., VAN RIEL C.B.M. (2004), Fame and Fortune: How Successful Companies Build Winning Reputations, Financial Times Prentice-Hall, Upper Saddle River, NJ.
GARTNER W.C. (1993), “Image Formation Process”, Journal of Travel and Tourism Marketing, vol. 2, n. 3, pp. 191-215.
GIL S.M., RITCHIE B.R.B. (2009), “Understanding the museum image formation process a comparison of residents and tourists”, Journal of Travel Research, vol. 47, n. 4, pp. 480-493.
HAN M.C. (1989), “Country Image: Halo or Summary Construct?”, Journal of Marketing Research, vol. 26, n. 2, pp. 222-229.
HARRISON J. (1997), “Museums and Tourist Expectations”, Annals of Tourism Research, vol. 24, n. 1, pp. 23-40.
HO R. (2006), Handbook of univariate and multivariate data analysis and interpretation with SPSS, CRC Press Boca Raton, FL.
HUBER J., MCCANN J.M. (1982), “The Impact of Inferential Beliefs on Product Evaluations”, Journal of Marketing Research, vol. 19, August, pp. 324-33.
JANES R.R. (1997), Museums and the paradox of change: a case study in urgent adaptation, 2nd ed., University of Calgary Press, Calgary.
JANES R.R. (1999), “Seven years of change and no end in sight: reflections from the Glenbow museum”, International Journal of Arts Management, vol. 1, n. 2, pp. 48-53.
JANSEN-VERBEKE M., VAN REKOM J. (1996), “Scanning Museum Visitors. Urban Tourism Marketing”, Annals of Tourism Research, vol. 23, n. 2, pp. 364-75.
JOHANSSON J.K., DOUGLAS S.P., NONAKA I. (1985), “Assessing the Impact of Country of Origin on Product Evaluation: A New Methodological Perspective”, Journal of Marketing Research, vol. 22, n. 4, November, pp. 388-396.
KAWASHIMA N. (1999), “Knowing the Public: a Review of Museum Marketing Literature and Research”, Museum Management and Curatorship, vol. 17, n. 1, pp. 21-39.
KIM Y., WEAVER P., MCCLEARY K. (1996), “A Structural Equation Model: The Relationship between Travel Motivation and Information Sources in the Senior Travel Market”, Journal of Vacation Marketing, vol. 3, n. 1, pp. 55-66.
KOTLER N., KOTLER P. (2001), “Can Museums Be All Things to All People? Missions, Goals, and Marketing Role”, Museum Management and Curatorship, vol. 18, n. 3, pp. 271–287.
KUMAR P. (2005), “The impact of co-branding on customer evaluation of brand counter extension”, Journal of Marketing, vol. 69, n. 7, pp. 1-18.
LI S., HUANG Z., ZHU J., CHAU P. (2002), “Cooperative advertising, game theory and manufacturer-retailer supply chains”, Omega, vol. 30, n. 5, pp. 347–357.
LIU W.C., (2008), “Visitor Study and Operational Development of Museums”, Museology Quarterly, vol. 22, n. 3, pp. 21-37.
MARRADI A. (2007), Metodologia delle scienze sociali, Il Mulino, Bologna.
NISBETT R.E., DECAMP WILSON T. (1977), “The Halo Effect: Evidence for Unconscious Alteration of Judgments”, Journal of Personality and Social Psychology, vol. 35, n. 4, pp. 250-256.
PEARCE D.G. (1997), “Competitive Destination Analysis in Southeast Asia”, Journal of Travel Research, vol. 35, n. 4, pp. 16-24.
PHELPS A. (1986), “Holiday Destination Image-The Problem of Assessment: an Example Developed in Menorca”, Tourism Management, vol. 7, n. 3, pp. 168-180.
PRENTICE R.C., GUERIN S., MCGUGAN S. (1998), “Visitor Learning at a Heritage Attraction: a Case Study of Discovery as a Media Product”, Tourism Management, vol. 19, n. 1, pp. 5-23.
REKOM J.V. (1994), “Adding Psychological Value to Tourism Products”, Journal of Travel and Tourism Marketing, vol. 3, n. 3, pp. 21-36.
REUSSNER E. (2003), “Strategic management for visitor-oriented museums: A change of focus”, International Journal of Cultural Policy, vol. 5, n. 1, pp. 95-108.
ROSENBERG.M.J., HOVLAND C.J., MCGUIRE W.J., ABELSON R.P., BREHM J.W. (1960), Attitude Organization and Change: An Analysis of Consistency Among Attitude Components, Yale University Press, New Haven.
RUSSELL J.A., SNODGRASS J. (1987), “Emotion and Environment”, in Stockols D., Altman I. (eds.), Handbook of Environmental Psychology, John Wiley, New York.
SAAL R.E., DOWNEY R.G., LAHEY M.A. (1980), “Rating the ratings: Assessing the psychometric quality of rating data”, Psychological Bulletin, vol. 88, n. 2, pp. 413-428.
SHAWN C. (2000), The co-marketing solution, NTC Business Books, Chicago.
SIANO A., CONFETTO M.G., VOLLERO A. (2008), “Governance-struttura-sistema: un modello di management della comunicazione per il marketing territoriale”, 7th International Congress “Marketing Trends”, Venezia, Gennaio 25-26.
SIANO A., CONFETTO M.G., SIGLIOCCOLO M. (2009), “Destination reputation management and leverage points. Rethinking cultural marketing for weak areas”, 8th International Marketing Trends Congress, Paris, January 16-17, 2009.
SIANO A., EAGLE L., CONFETTO M.G., SIGLIOCCOLO M. (2010), “Destination competitiveness and museum marketing strategies: an emerging issue in the Italian context”, Museum management and curatorship, vol. 25, n. 3, pp. 259-276.
SIANO A., SIGLIOCCOLO M. (2008), “Cultural goods and place reputation: a cross analysis on Italian museums”, The International Journal of Knowledge, Culture and Change Management, vol. 8, n. 9, pp. 1-11.
SIGLIOCCOLO M., EAGLE L., KITCHEN P., CONFETTO M.G. (2009), “Exploring the link between managing cultural heritage and tourism industry competitiveness: a two country comparison”, Esperienze d’impresa, vol. 2, pp. 25-38.
SOLIMA L. (1999), “I visitatori dei musei: un confronto internazionale”, in AA. VV., Atti del XXI Convegno AIDEA La gestione e la valorizzazione dei beni artistici e culturali nella prospettiva aziendale, Siena, October 30-31.
STERN E., KRAKOVER S. (1993), “The Formation of a Composite Urban Image”, Geographical Analysis, vol. 25, n. 2, pp. 130-146.
THOMAS R., LONG, J. (2000), “Improving competitiveness. Critical success factors for tourism development”, Local Economy, vol. 14, n. 4, pp. 313-328.
THORNDIKE E.L. (1920), “A Consistent Error in Psychological Ratings”, Journal of Applied Psychology, vol. 4, pp. 25-29.
THYNE M. (2001), “The Importance of Values Research for Nonprofit Organisations: the Motivation-Based Values of Museum Visitors”, International Journal of Nonprofit and Voluntary Sector Marketing, vol. 6, n. 2, pp. 116-130.
TOMAS S.R., CROMPTON J.L., SCOTT D. (2003), “Assessing Service Quality and Benefits Sought Among Zoological Park Visitors”, Journal of Park and Recreation Administration, vol. 21, n. 2, pp. 105-124.
UM S., CROMPTON J.L. (1992), “The Roles of Perceived Inhibitors and Facilitators in Pleasure Travel Destination Decisions”, Journal of Travel Research, vol. 30, n. 3, pp. 18-25.
VAUGHAN R. (2001), “Images of a Museum”, Museum Management and Curatorship, vol. 19, n. 3, pp. 253-268.
WEIL W.E. (2000), “Transformed from a cemetery of bric-a-brac”, in Sheppard B. (ed.), Perspectives on Outcome Based Evaluation for Libraries and Museums, Institute of Museum and Library Services, Washington.
WELLS F.L. (1907), “A statistical study of literary merit”, Archives of Psychology, vol. 1, n. 7, pp. 5-30.
YUCELT U. (2000), “Marketing museums: An empirical investigation among museum visitors”, Journal of Nonprofit& Public Sector Marketing, vol. 8, n. 3, pp. 3-13.
YUE J., AUSTIN J., WANG M., HUANG Z. (2006), “Coordination of cooperative adverting in a two-level supply chain when manufacturer offers discount”, European Journal of Operational Research, vol. 168, n. 1, pp. 65-85.
BALZER W.K., SULSKY L.M. (1992), “Halo and performance appraisal research: a critical examination”, Journal of Applied Psychology, vol. 77, n. 6, 975-985.
BENNETT R., KOTTASZ R. (2000), “Practitioner perceptions of corporate reputation: an empirical investigation”, Corporate Communications: an International Journal, vol. 5, n. 4, pp. 224-235.
BERNIER R. (2002), “The uses of virtual museums: The French viewpoint”, paper presented at the Sixth international conference museums and the web 2002, MW2002, April 17-20, Boston.
BILKEY W.J., NES E. (1982), “Country-of-Origin Effects on Product Evaluations”, Journal of International Business Studies, vol. 13, n. 1, pp. 89-100.
BLACKETT T., BOAD B. (1999), Co-branding: The science of alliance, Macmillan, London.
CASCIO W.F. (1991), Applied psychology in personnel management, Englewood Cliffs, Prentice-Hall, New Jersey.
CATEORA P.R., GRAHAM J.L. (1999), International Marketing, 10th eEdition, Irwin McGraw-Hill, Boston, MA.
CHON K.S. (1990), “The Role of Destination Image in Tourism: a Review and Discussion”, Tourist Review, vol. 45, n. 2, pp. 2-9.
CONFETTO M.G., SIGLIOCCOLO M., TUCCILLO C. (2009), “Identifying key relations for destination competitiveness and for creating cultural tourism products: a value system approach to tourist destinations”, Esperienze d’impresa, vol. 2, pp. 25-38.
COOPER W.H. (1981), “Ubiquitous halo”, Psychological Bulletin, vol. 90, n. 2, pp. 218-244.
DIMAGGIO P.J. (1991), “Constructing an organizational field as a professional project: US art museums, 1920-1940”, in Powell W.W., DiMaggio P.J. (eds.), The new institutionalism in organizational analysis, University of Chicago Press, Chicago.
DREDGE D., JENKINS J. (2003), “Destination place identity and regional tourism policy”, Tourism Geographies, vol. 5, n. 4, pp. 383-407.
ECHTNER C.M., RITCHIE J.R.B. (1991), “The Meaning and Measurement of Destination Image”, Journal of Tourism Studies, vol. 2, n. 2, pp. 2-12.
FELDMAN J.M. (1986), “A note on the statistical correction of halo error”, Journal of Applied Psychology, vol. 71, n. 1, pp. 173-176.
FISHBEIN M., AJZEN I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
FOMBRUN C.J., VAN RIEL C.B.M. (2004), Fame and Fortune: How Successful Companies Build Winning Reputations, Financial Times Prentice-Hall, Upper Saddle River, NJ.
GARTNER W.C. (1993), “Image Formation Process”, Journal of Travel and Tourism Marketing, vol. 2, n. 3, pp. 191-215.
GIL S.M., RITCHIE B.R.B. (2009), “Understanding the museum image formation process a comparison of residents and tourists”, Journal of Travel Research, vol. 47, n. 4, pp. 480-493.
HAN M.C. (1989), “Country Image: Halo or Summary Construct?”, Journal of Marketing Research, vol. 26, n. 2, pp. 222-229.
HARRISON J. (1997), “Museums and Tourist Expectations”, Annals of Tourism Research, vol. 24, n. 1, pp. 23-40.
HO R. (2006), Handbook of univariate and multivariate data analysis and interpretation with SPSS, CRC Press Boca Raton, FL.
HUBER J., MCCANN J.M. (1982), “The Impact of Inferential Beliefs on Product Evaluations”, Journal of Marketing Research, vol. 19, August, pp. 324-33.
JANES R.R. (1997), Museums and the paradox of change: a case study in urgent adaptation, 2nd ed., University of Calgary Press, Calgary.
JANES R.R. (1999), “Seven years of change and no end in sight: reflections from the Glenbow museum”, International Journal of Arts Management, vol. 1, n. 2, pp. 48-53.
JANSEN-VERBEKE M., VAN REKOM J. (1996), “Scanning Museum Visitors. Urban Tourism Marketing”, Annals of Tourism Research, vol. 23, n. 2, pp. 364-75.
JOHANSSON J.K., DOUGLAS S.P., NONAKA I. (1985), “Assessing the Impact of Country of Origin on Product Evaluation: A New Methodological Perspective”, Journal of Marketing Research, vol. 22, n. 4, November, pp. 388-396.
KAWASHIMA N. (1999), “Knowing the Public: a Review of Museum Marketing Literature and Research”, Museum Management and Curatorship, vol. 17, n. 1, pp. 21-39.
KIM Y., WEAVER P., MCCLEARY K. (1996), “A Structural Equation Model: The Relationship between Travel Motivation and Information Sources in the Senior Travel Market”, Journal of Vacation Marketing, vol. 3, n. 1, pp. 55-66.
KOTLER N., KOTLER P. (2001), “Can Museums Be All Things to All People? Missions, Goals, and Marketing Role”, Museum Management and Curatorship, vol. 18, n. 3, pp. 271–287.
KUMAR P. (2005), “The impact of co-branding on customer evaluation of brand counter extension”, Journal of Marketing, vol. 69, n. 7, pp. 1-18.
LI S., HUANG Z., ZHU J., CHAU P. (2002), “Cooperative advertising, game theory and manufacturer-retailer supply chains”, Omega, vol. 30, n. 5, pp. 347–357.
LIU W.C., (2008), “Visitor Study and Operational Development of Museums”, Museology Quarterly, vol. 22, n. 3, pp. 21-37.
MARRADI A. (2007), Metodologia delle scienze sociali, Il Mulino, Bologna.
NISBETT R.E., DECAMP WILSON T. (1977), “The Halo Effect: Evidence for Unconscious Alteration of Judgments”, Journal of Personality and Social Psychology, vol. 35, n. 4, pp. 250-256.
PEARCE D.G. (1997), “Competitive Destination Analysis in Southeast Asia”, Journal of Travel Research, vol. 35, n. 4, pp. 16-24.
PHELPS A. (1986), “Holiday Destination Image-The Problem of Assessment: an Example Developed in Menorca”, Tourism Management, vol. 7, n. 3, pp. 168-180.
PRENTICE R.C., GUERIN S., MCGUGAN S. (1998), “Visitor Learning at a Heritage Attraction: a Case Study of Discovery as a Media Product”, Tourism Management, vol. 19, n. 1, pp. 5-23.
REKOM J.V. (1994), “Adding Psychological Value to Tourism Products”, Journal of Travel and Tourism Marketing, vol. 3, n. 3, pp. 21-36.
REUSSNER E. (2003), “Strategic management for visitor-oriented museums: A change of focus”, International Journal of Cultural Policy, vol. 5, n. 1, pp. 95-108.
ROSENBERG.M.J., HOVLAND C.J., MCGUIRE W.J., ABELSON R.P., BREHM J.W. (1960), Attitude Organization and Change: An Analysis of Consistency Among Attitude Components, Yale University Press, New Haven.
RUSSELL J.A., SNODGRASS J. (1987), “Emotion and Environment”, in Stockols D., Altman I. (eds.), Handbook of Environmental Psychology, John Wiley, New York.
SAAL R.E., DOWNEY R.G., LAHEY M.A. (1980), “Rating the ratings: Assessing the psychometric quality of rating data”, Psychological Bulletin, vol. 88, n. 2, pp. 413-428.
SHAWN C. (2000), The co-marketing solution, NTC Business Books, Chicago.
SIANO A., CONFETTO M.G., VOLLERO A. (2008), “Governance-struttura-sistema: un modello di management della comunicazione per il marketing territoriale”, 7th International Congress “Marketing Trends”, Venezia, Gennaio 25-26.
SIANO A., CONFETTO M.G., SIGLIOCCOLO M. (2009), “Destination reputation management and leverage points. Rethinking cultural marketing for weak areas”, 8th International Marketing Trends Congress, Paris, January 16-17, 2009.
SIANO A., EAGLE L., CONFETTO M.G., SIGLIOCCOLO M. (2010), “Destination competitiveness and museum marketing strategies: an emerging issue in the Italian context”, Museum management and curatorship, vol. 25, n. 3, pp. 259-276.
SIANO A., SIGLIOCCOLO M. (2008), “Cultural goods and place reputation: a cross analysis on Italian museums”, The International Journal of Knowledge, Culture and Change Management, vol. 8, n. 9, pp. 1-11.
SIGLIOCCOLO M., EAGLE L., KITCHEN P., CONFETTO M.G. (2009), “Exploring the link between managing cultural heritage and tourism industry competitiveness: a two country comparison”, Esperienze d’impresa, vol. 2, pp. 25-38.
SOLIMA L. (1999), “I visitatori dei musei: un confronto internazionale”, in AA. VV., Atti del XXI Convegno AIDEA La gestione e la valorizzazione dei beni artistici e culturali nella prospettiva aziendale, Siena, October 30-31.
STERN E., KRAKOVER S. (1993), “The Formation of a Composite Urban Image”, Geographical Analysis, vol. 25, n. 2, pp. 130-146.
THOMAS R., LONG, J. (2000), “Improving competitiveness. Critical success factors for tourism development”, Local Economy, vol. 14, n. 4, pp. 313-328.
THORNDIKE E.L. (1920), “A Consistent Error in Psychological Ratings”, Journal of Applied Psychology, vol. 4, pp. 25-29.
THYNE M. (2001), “The Importance of Values Research for Nonprofit Organisations: the Motivation-Based Values of Museum Visitors”, International Journal of Nonprofit and Voluntary Sector Marketing, vol. 6, n. 2, pp. 116-130.
TOMAS S.R., CROMPTON J.L., SCOTT D. (2003), “Assessing Service Quality and Benefits Sought Among Zoological Park Visitors”, Journal of Park and Recreation Administration, vol. 21, n. 2, pp. 105-124.
UM S., CROMPTON J.L. (1992), “The Roles of Perceived Inhibitors and Facilitators in Pleasure Travel Destination Decisions”, Journal of Travel Research, vol. 30, n. 3, pp. 18-25.
VAUGHAN R. (2001), “Images of a Museum”, Museum Management and Curatorship, vol. 19, n. 3, pp. 253-268.
WEIL W.E. (2000), “Transformed from a cemetery of bric-a-brac”, in Sheppard B. (ed.), Perspectives on Outcome Based Evaluation for Libraries and Museums, Institute of Museum and Library Services, Washington.
WELLS F.L. (1907), “A statistical study of literary merit”, Archives of Psychology, vol. 1, n. 7, pp. 5-30.
YUCELT U. (2000), “Marketing museums: An empirical investigation among museum visitors”, Journal of Nonprofit& Public Sector Marketing, vol. 8, n. 3, pp. 3-13.
YUE J., AUSTIN J., WANG M., HUANG Z. (2006), “Coordination of cooperative adverting in a two-level supply chain when manufacturer offers discount”, European Journal of Operational Research, vol. 168, n. 1, pp. 65-85.
Downloads
Published
2013-08-29
