Advisor(s)
Abstract(s)
A visualização dos websites de museus é um fator de decisão para visitar estas atrações. O website é o retrato da estratégia de comunicação digital dos museus, podendo usar com maior ou menor intensidade orientações de conteúdo, orientações interativas ou orientações transacionais. O objetivo desta investigação é comparar as estratégias de comunicação web dos museus nacionais com a estratégia dos museus geridos por fundações. Foram analisados os sites de treze museus nacionais e doze fundações. Foi criado um modelo de avaliação do conteúdo dos websites com base na literatura de referência com 56 elementos de avaliação e observado os websites na última semana de maio de 2020. A análise discriminante e biplot canónico permite concluir que as estratégias de comunicação dos museus nacionais e fundações são globalmente semelhantes, decitários na orientação interativa e transacional; mas diferentes no que diz respeito a orientação de conteúdo e a presença de elementos interativos.
Viewing museum websites is a deciding factor when visiting these attractions. The website is a portrait of the museums' digital communication strategy, being able to use content orientation, interactive orientation or transactional orientation to a greater or lesser extent. This investigation aims to compare the web communication strategies of national museums with the strategy of museums managed by foundations. The websites of thirteen national museums and twelve foundations were analyzed. A website content evaluation model was created based on the reference literature with 56 evaluation elements and the websites were observed in the last week of May 2020. The canonical biplot and discriminant analysis allows us to conclude that the communication strategies of national and international museums foundations are globally similar, lacking in interactive and transactional orientation; but different in terms of content orientation and the presence of interactive elements.
Viewing museum websites is a deciding factor when visiting these attractions. The website is a portrait of the museums' digital communication strategy, being able to use content orientation, interactive orientation or transactional orientation to a greater or lesser extent. This investigation aims to compare the web communication strategies of national museums with the strategy of museums managed by foundations. The websites of thirteen national museums and twelve foundations were analyzed. A website content evaluation model was created based on the reference literature with 56 evaluation elements and the websites were observed in the last week of May 2020. The canonical biplot and discriminant analysis allows us to conclude that the communication strategies of national and international museums foundations are globally similar, lacking in interactive and transactional orientation; but different in terms of content orientation and the presence of interactive elements.
Description
Keywords
Estratégia de comunicação Websites Museus nacionais Fundações Biplot Canónico
Pedagogical Context
Citation
Nobre, João Carlos Cunha; Morais, Elisabete Paulo. (2021). Estratégias de comunicação web dos museus portugueses: museus nacionais versus fundações. Revista Turismo & Desenvolvimento. ISSN 2182-1453. 37, p.125-136
Publisher
Journal of Tourism & Development