Emotional value and community engagement
A version of this paper was presented to the Museums Australia national conference in 2005, addressing the theme of museums, change management, and emotional engagement. Extending the theme, this paper for the INTERCOM 2006 conference in Taiwan describes working partnerships with three very different museums in the United States (size, collection, location, mission, and approach). Drawing on Leading with Passion, the case studies describe how museums approached audience development using emotional value to get on the cultural consumer’s social radar screen. The perception of emotional value influences the way families decide to invest time, energy, money, membership, and donations into the museums. The hospitality industry has used emotional value for some time, creating strong customer bonds for long-term economic sustainability. Research suggests that nurturing trust relationships with key stakeholders does create emotional value so museums maintain and sustain a position in the heart of a community.
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