... Publishing Limited Licensed re-use rights only Culture Tourism Museums Cultural tourism In the immediate post-Second World War period, cultural tourism was not a subject of broad concern. But one particularly symbolic moment was the first Edinburgh Festival in 1947, which aimed to heal...

...Nuria Recuero Virto; Maria Francisca Blasco López; Sonia San-Martín Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design...

...Matthias Muskat; Birgit Muskat; Anita Zehrer; Raechel Johns Purpose This paper suggests mobile ethnography as a method for data collection, where Generation Y customers are integrated as active investigators. The paper aims to contribute to the debate on museums as experience‐centred places...