Προσεγγίσεις B2C Μάρκετινγκ και εφαρμογές επαυξημένης πραγματικότητας στις πολιτιστικές βιομηχανίες: η περίπτωση των ελληνικών μουσείων

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Δημοσιευμένα: Φεβ 24, 2026
DOI: https://doi.org/10.12681/cclabs.9678
Λέξεις-κλειδιά:
Cultural Industries Museums Digital Content Production Augmented Reality Marketing Cultural Foundations
Γεώργιος Μητρόπουλος
Μαρία Ματσιώλα
Περίληψη

The aim of this research is to examine the digital communication practices employed by museums in Greece to promote their activities to the public. It explores the role and brand identity of cultural organizations within the broader Greek cultural industries, aiming to understand how cultural institutions integrate digital marketing practices into their communication strategies. The main objective, through interviews conducted with museum communication professionals, is to investigate how augmented reality (AR) practices, as a dynamic intersection of technology and human values, are perceived by museums and how their implementation can enhance the visitor experience and create added value in cultural services. Additionally, the study examines how digital content production is influenced by employees’ digital literacy levels, the technological requirements of different communication platforms, and the core values of museums. To provide a comprehensive analysis, specific case studies from cultural institutions are examined.

Λεπτομέρειες άρθρου
  • Ενότητα
  • 4ο Ελληνόφωνο Επιστημονικό Συνέδριο Εργαστηρίων Επικοινωνίας
Creative Commons License

Αυτή η εργασία είναι αδειοδοτημένη υπό το CC Αναφορά Δημιουργού 4.0.

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