Paper Number

1216

Paper Type

CRP

Abstract

Cultural events are an integral part of our society, offering culture enthusiasts opportunities to explore various forms of cultural expression. Creating a profound customer experience in cultural events serves to attract and retain culture enthusiasts. However, established customer experience frameworks in IS and neighboring disciplines are predominantly retail-oriented and not sufficient to match cultural contexts. This is due to culture providers responding to the culture enthusiasts’ demand of placing more emphasis on the visitor experience rather than on sales and transactions. Additionally, digital technologies support various stages of cultural events—also affecting the customer experience. To address these issues, we utilize conceptual research to elaborate on existing (customer) experience literature and conceptually derive a customer experience framework for cultural events by highlighting visitor touchpoints in analog as well as digital spheres. Thus, this article contributes a hybrid experience framework for cultural events—i.e., contexts with low sales and transaction focus.

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Jun 14th, 12:00 AM

CONCEPTUALIZING A HYBRID (ONLINE-OFFLINE) EXPERIENCE FRAMEWORK FOR CULTURAL EVENTS

Cultural events are an integral part of our society, offering culture enthusiasts opportunities to explore various forms of cultural expression. Creating a profound customer experience in cultural events serves to attract and retain culture enthusiasts. However, established customer experience frameworks in IS and neighboring disciplines are predominantly retail-oriented and not sufficient to match cultural contexts. This is due to culture providers responding to the culture enthusiasts’ demand of placing more emphasis on the visitor experience rather than on sales and transactions. Additionally, digital technologies support various stages of cultural events—also affecting the customer experience. To address these issues, we utilize conceptual research to elaborate on existing (customer) experience literature and conceptually derive a customer experience framework for cultural events by highlighting visitor touchpoints in analog as well as digital spheres. Thus, this article contributes a hybrid experience framework for cultural events—i.e., contexts with low sales and transaction focus.

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