| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama |
| Autor/-in: | Hannich, Frank Labaronne, Leticia Schedler, Roy Leuschen, Lara Heierli, Reto |
| et. al: | No |
| Angaben zur Konferenz: | 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022 |
| Erscheinungsdatum: | 2022 |
| ISBN: | 978-2-9602195-4-8 |
| ISSN: | 2466-7498 |
| Sprache: | Englisch |
| Schlagwörter: | Audience development; Visitor study; Digital arts marketing; Non-visitor study |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Addressing new and broader audiences is increasingly relevant for cultural institutions. As a result, visitor studies have become an established part of cultural management and research but reaching out to new and broader audiences requires non-visitor research as well. This research focuses on the case of the Swiss Science Center Technorama and compares characteristics, needs and motivations of non-visitors as well as visitors and shows how this information can be used for targeted offerings and digital marketing communications based on Falk’s phenotypes. The results affirm well-known barriers such as price and distance but also show potential of better targeted offerings and digital communications. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/25555 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
Dateien zu dieser Ressource:
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Zur Langanzeige
Hannich, F., Labaronne, L., Schedler, R., Leuschen, L., & Heierli, R. (2022). The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama. 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
Hannich, F. et al. (2022) ‘The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama’, in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
F. Hannich, L. Labaronne, R. Schedler, L. Leuschen, and R. Heierli, “The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama,” in 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.
HANNICH, Frank, Leticia LABARONNE, Roy SCHEDLER, Lara LEUSCHEN und Reto HEIERLI, 2022. The chemistry between us : non-visitor research for targeted offerings and communication : the case of the Swiss Science Center Technorama. In: 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022. Conference paper. 2022. ISBN 978-2-9602195-4-8
Hannich, Frank, Leticia Labaronne, Roy Schedler, Lara Leuschen, and Reto Heierli. 2022. “The Chemistry between Us : Non-Visitor Research for Targeted Offerings and Communication : The Case of the Swiss Science Center Technorama.” Conference paper. In 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022.
Hannich, Frank, et al. “The Chemistry between Us : Non-Visitor Research for Targeted Offerings and Communication : The Case of the Swiss Science Center Technorama.” 22nd EURAM Annual Conference, Winterthur, Switzerland, 15-17 June 2022, 2022.
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