Testing the level of interactivity of institutional websites: From museums 1.0 to museums 2.0 |
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| Institution: | 1. Universitat Rovira i Virgili, Department of Communication Studies, Av. Catalunya, 35. 3rd Floor, Room 323, 43002 Tarragona, Spain;2. Universidad de Alicante, Department of Communication and Social Psychology, Carretera San Vicente del Raspeig s/n 03690, San Vicente del Raspeig, Alicante, Spain;3. Universidad de Málaga, School of Communication Sciences, Campus de Teatinos, 29071 Málaga, Spain;1. School of Entrepreneurship, Xi''an International University, PR China;2. State Key Laboratory of Integrated Service Networks (ISN), Xidian University, PR China;3. School of Information Science, Korean Bible University, Seoul 139-791, Republic of Korea;1. Sun Yat-Sen Business School, Sun Yat-Sen University, Guangzhou 510275 China;2. Franklin P. Perdue School of Business, Salisbury University, Salisbury, MD 21801, USA;3. Dillard College of Business Administration, Midwestern State University, Wichita Falls, TX 76308, USA;1. Faculty of Management, University of Haifa, Mount Carmel, 3498838 Haifa, Israel;2. Department of Human Resource Studies, Tilburg University, Tilburg 5000 LE, The Netherlands;1. Grenoble Ecole de Management, 12, Rue Pierre Sémard, 38003, Grenoble, Cedex 01, France;2. Toulouse University, Toulouse Business School, 20 Boulevard Lascrosses, 31068 Toulouse, France;1. School of Business, Yonsei University 50 Yonsei-ro, Seodaemun-gu, Seoul 120-749, South Korea;2. Jon M. Huntsman School of Business, Utah State University, 3515 Old Main Hill, Logan, UT 84322-3515, USA |
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| Abstract: | The Internet has changed the way in which organizations communicate with their publics, and museums are not an exception. The consolidation of Web 2.0 has not only given museums access to a powerful new tool for disseminating information, but has involved significant changes in the relationship between institutions and their publics, facilitating and enhancing the interaction between them. The overall objective of this paper is to analyze the degree of interactivity implemented in the websites of major international art museums, in order to assess if museums are evolving towards more dialogic systems with relation to their publics. The results indicate that museums still have a low level of interactivity on their websites, both in the tools used to present information and the resources available for interaction with virtual visitors. But it has also observed that museums are progressively implementing interactive and dialogic sources, suggesting a clear trend towards new ways of managing these platforms in order to establish more participatory and collaborative communication systems with virtual users. |
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| Keywords: | Museums Web 2 0 Interactivity Dialogic communication Public relations |
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