International Journal of Social Science & Economic Research
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Title:
Towards Transforming Digital Interaction with Visitors of the Livingstone Museum, Zambia: A Digital Marketing Communication Approach

Authors:
MUCHE, FF , Dr. HANEKOM. J and Dr. SWART. C

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MUCHE, FF1 , Dr. HANEKOM. J2 and Dr. SWART. C3
1. Master’s student, University of South Africa (UNISA), South Africa.
2. Senior Lecturer, Department of Communication Science, University of South Africa, South Africa Affiliated to University of South Africa (UNISA), South Africa
3. Senior Lecturer, Department of Communication Science, University of South Africa, South Africa Affiliated to University of South Africa (UNISA), South Africa

MLA 8
EF, MUCHE, et al. "Towards Transforming Digital Interaction with Visitors of the Livingstone Museum, Zambia: A Digital Marketing Communication Approach." Int. j. of Social Science and Economic Research, vol. 9, no. 12, Dec. 2024, pp. 5689-5708, doi.org/10.46609/IJSSER.2024.v09i12.004. Accessed Dec. 2024.
APA 6
EF, M., J, D., & C, D. (2024, December). Towards Transforming Digital Interaction with Visitors of the Livingstone Museum, Zambia: A Digital Marketing Communication Approach. Int. j. of Social Science and Economic Research, 9(12), 5689-5708. Retrieved from https://doi.org/10.46609/IJSSER.2024.v09i12.004
Chicago
EF, MUCHE, Dr. HANEKOM J, and Dr. SWART. C. "Towards Transforming Digital Interaction with Visitors of the Livingstone Museum, Zambia: A Digital Marketing Communication Approach." Int. j. of Social Science and Economic Research 9, no. 12 (December 2024), 5689-5708. Accessed December, 2024. https://doi.org/10.46609/IJSSER.2024.v09i12.004.

References

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ABSTRACT:
The prominence of digital marketing communication (DMC) in the fields of Marketing Communication and Integrated Marketing Communication (IMC) is a result of the rapid technological advancements and digitalisation in the Fourth Industrial Revolution (4IR). Though recognised in extant literature, the application of DMC, in the context of museums, is scant. The Livingstone Museum in Livingstone, Zambia, a well-known tourist destination, was the focus of this investigation. The main research objective was to recognise the significance of digital advances and their importance for cultural institutions, such as the Livingstone Museum. This was achieved by exploring opportunities for DMC to enhance visitor awareness, reach and engagement. Most museums are still in the early stages of digitalisation, as seen by recent declines in visitor numbers and recommendations in the literature, which made this inquiry necessary. Literature provided recommendations on the use of DMC to innovate and achieve a competitive edge in the context of the digital transformation in tourism and of tourists’ experiences, albeit not specifically for museums. The Livingstone Museum's need for DMC was validated by the results, which led to suggestions to enhance visitor awareness, reach, and engagement through digital transformation. Through an integrated and cohesive DMC strategy that adheres to IMC principles, chances to improve DMC content, comprehend complex visitor behavior, raise communication frequency, permit input, and prioritise visitors' demands were subsequently identified. This study contributes academically to knowledge on digital transformation of museum communication and considers the practical implementability of DMC for museums.

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