Generation Y in museums: Evaluating services experiences with mobile ethnography

What is it about?

Museums are ‘experience-centred’ places. But how do members of Generation Y experience museums? We use mobile ethnography to explore Gen Y’s customer journey. This is one of the few studies to have addressed mobile ethnography in a service context and examined the museum experience of Generation Y. Results indicate that there is a need to involve museum management in service design to improve the service-delivery process, especially with regard to the different mindsets of the Millennials.

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