Browsing by Author "Flores, Ana Rita Pereirinha Vaz Valente"
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- Love Stories Museum : how can emotions contribute to the success of a museum segmentation strategy?Publication . Flores, Ana Rita Pereirinha Vaz Valente; Xavier, RuteThe presented paper aims to understand how emotions can define the different segments of a population which a love-based museum may target. With the intention of building an inspirational museum with an effective and well succeed communication strategy, the researchers decided to interview five different museum managers in order to collect the best online and offline practices. Additionally, an online survey with a total of 521 participants was conducted to understand why people go to museums and how they get informed about these cultural attractions. From art to sports, passing by a museum of happiness, the researchers discuss how the museum concept is changing and what are the main challenges they are now facing.