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Abstract
The suggested study design is based on the following interpretive phenomenological paradigm: the private art gallery manager, by applying different marketing events techniques, enhances the artists’ work by offering the visitor a show with a valuable and memorable experience.
The project assesses the subjective and qualitative attributes of the arts phenomenon in galleries. The ontological assumption explores the London primary art market of small commercial art galleries[i]. It draws its conclusions from the experiences and quotes of different people active within the art world: contemporary artists who have exhibited in London, active professionals and the public[ii] and the visitors’ and collectors’ behaviour.
Experience marketing theory is assessed regarding its significance to the specific phenomenon framed above. The results of the study of galleries, artists and visitors will be decoded. The main findings are not meant to be generalised but to give a representation of a particular cluster.
Another purpose of this exploration is to measure the intangible benefits linked with art experiences, determining how these benefits may be created, and examining how they accrue to individuals through different forms of art experience; and ultimately, to assess whether these experiences meet peoples' expectations.
The study also tries to capture the different thoughts and ideas on the meanings of art (the fine and applied arts), and to identify what emotions are conveyed when we experience the arts. Is the contemporary artist's creative value understood, appreciated, or is it just "art for art's sake"?[iii] The results will be discussed shortly to provide a glimpse of the intangible benefits of art in the proposed context.
The overall outcome suggests that the gallery owner should implement experiential marketing to induce customer satisfaction through emotional and functional values provided by the perception of thought and feeling, and service quality.
The intangible benefits of art, which are not totally captured in this research, respond to the visitor expectation of escapism, entertainment, aesthetic and education. The study of the meanings of art and their emotions, which are specific to each viewer, is an introduction and a suggestion for deeper research.
The suggested study design is based on the following interpretive phenomenological paradigm: the private art gallery manager, by applying different marketing events techniques, enhances the artists’ work by offering the visitor a show with a valuable and memorable experience.
The project assesses the subjective and qualitative attributes of the arts phenomenon in galleries. The ontological assumption explores the London primary art market of small commercial art galleries[i]. It draws its conclusions from the experiences and quotes of different people active within the art world: contemporary artists who have exhibited in London, active professionals and the public[ii] and the visitors’ and collectors’ behaviour.
Experience marketing theory is assessed regarding its significance to the specific phenomenon framed above. The results of the study of galleries, artists and visitors will be decoded. The main findings are not meant to be generalised but to give a representation of a particular cluster.
Another purpose of this exploration is to measure the intangible benefits linked with art experiences, determining how these benefits may be created, and examining how they accrue to individuals through different forms of art experience; and ultimately, to assess whether these experiences meet peoples' expectations.
The study also tries to capture the different thoughts and ideas on the meanings of art (the fine and applied arts), and to identify what emotions are conveyed when we experience the arts. Is the contemporary artist's creative value understood, appreciated, or is it just "art for art's sake"?[iii] The results will be discussed shortly to provide a glimpse of the intangible benefits of art in the proposed context.
The overall outcome suggests that the gallery owner should implement experiential marketing to induce customer satisfaction through emotional and functional values provided by the perception of thought and feeling, and service quality.
The intangible benefits of art, which are not totally captured in this research, respond to the visitor expectation of escapism, entertainment, aesthetic and education. The study of the meanings of art and their emotions, which are specific to each viewer, is an introduction and a suggestion for deeper research.
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[i] SME size galleries. Not Gagosian, Victoria Miro, White Cube, Saatchi, Philips DePury, and so on.
[ii] Not those who are only reading art blogs critics in the newspaper or on the web, watching the art TV programmes, or listening to the art radio programmes, or listening to the podcasts from the museums.
[iii] "L'art pour l'art", translated as "art for art's sake", Théophile Gautier (1811–1872). [Online] Wikipedia. Available from: http://en.wikipedia.org/wiki/Art_for_art%27s_sake [accessed 20.04.2008]
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Is it art for art's sake - dissertation.pdf (Adobe Portable Document Format - 538k)
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Annex 1 Questionnaire.pdf (Adobe Portable Document Format - 357k)
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Annex 2 Sampling.pdf (Adobe Portable Document Format - 11k)
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Annex 3 Introduction mail.pdf (Adobe Portable Document Format - 384k)
posted by youm0050 Jan 12 2010, 9:09 AM EST
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Annex 4 Category development.pdf (Adobe Portable Document Format - 1,465k)
posted by youm0050 Jan 12 2010, 9:08 AM EST
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