Practical research on digital-marketing methods with consideration for the properties of open-air museums

2022 Fiscal Year Final Research Report

• Project/Area Number: 19K12550
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 80020:Tourism studies-related
• Research Institution: Iwate Prefectural University
• Principal Investigator: Abe Akihiro 岩手県立大学, ソフトウェア情報学部, 教授 (70305291)
• Project Period (FY): 2019-04-01 – 2023-03-31
• Keywords: ガイドシステム / 来館者行動分析 / マーケティング / 野外ミュージアム / アクションリサーチ

Outline of Final Research Achievements

This research was conducted to develop and practice digital-marketing methods with consideration for the properties of open-air museums, and tried to construct an effective application framework based on the knowledge obtained there. Specifically, in light of the distinctive properties of open-air museums in that they involve vast sites, it attempted use of digital technologies, focusing on the touchpoints of collecting information prior to visits and touring the site, at three open-air museums with different installation styles in Japan.

Free Research Field

観光情報学、地域情報システム

Academic Significance and Societal Importance of the Research Achievements

本研究では、これまで議論があまり及んでいなかった野外ミュージアムのマーケティングに関して、デジタル技術適用による新たなミュージアム価値創出についての実践的な知見を幾つか示すことができた。これは、野外ミュージアム共通の課題ともいえる「来館者との関係性強化と新たな価値創造」「博物館や文化財の観光資源化の促進」に資するものと考える。