Unusual venues for business events: Key quality attributes of museums and art galleries

Journal article


Antchak, Vladimir and Adams, Eleanor 2020. Unusual venues for business events: Key quality attributes of museums and art galleries. International Journal of Tourism Cities. https://doi.org/10.1108/IJTC-09-2019-0156
AuthorsAntchak, Vladimir and Adams, Eleanor
Abstract

This paper aims to identify the key quality attributes a museum or art gallery should possess and enhance to become an attractive business event venue. The research adopted a two-stage case-study methodology. Firstly, three museums were selected in Manchester, UK, to explore the venues’ approaches to hosting business events. These were the Lowry Art Centre, Salford Museum and Manchester Art Gallery. Secondly, a business event at another museum in the city, Science and Industry Museum, was accessed to explore the audiences’ perceptions and industry requirements regarding the organisation of events in museums. In total, 21 qualitative semi-structured and structured interviews were conducted with the event delegates, event planners and museums’ management. Thematic analysis was applied to identify three key attributes: venue character, memorability and functionality and feasibility. Venue character refers to the overall appeal of a venue, including its history, status and interior design. Memorability refers to the authenticity and uniqueness of the attendee experience at a corporate event organised in a museum. Finally, functionality and feasibility deals with the availability of functional facilities, space flexibility and diverse venue regulations. The findings of the research provide valuable insights to both museums and event companies. The research reveals the main benefits and drawbacks of using a museum or an art gallery as a venue for business events and suggests key aspects to consider while staging a business event in a cultural institution. Museums could apply the findings in marketing to emphasise their uniqueness, authenticity and flexibility.

KeywordsBusiness events; Unusual venues; Museums; Event facilities
Year2020
JournalInternational Journal of Tourism Cities
PublisherEmerald
ISSN2056-5607
Digital Object Identifier (DOI)https://doi.org/10.1108/IJTC-09-2019-0156
Web address (URL)http://hdl.handle.net/10545/625251
hdl:10545/625251
Publication dates15 May 2020
Publication process dates
Deposited09 Oct 2020, 15:39
Accepted01 Apr 2020
ContributorsUniversity of Derby
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https://repository.derby.ac.uk/item/94vx9/unusual-venues-for-business-events-key-quality-attributes-of-museums-and-art-galleries

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