Managing edutainment and perceived authenticity of museum visitor experience: insights from qualitative study

The purpose of this paper is to better understand edutainment and perceived authenticity in the context of the cultural organizations, museums. It aims to discover and understand opinions of museum professionals towards edutainment (as one of the most significant trends) and three components of perceived authenticity of museum visitor experience. Results of the exploratory qualitative study show positive opinions towards edutainment. Three approaches to edutainment are identified: customized, selective and universal. Furthermore, if used correctly, edutainment can help to increase the perceived authenticity of museum visitor experience. However, museum professionals are divided in opinions about the importance of edutainment for the three components of perceived authenticity of museum visitor experience. Research findings provide valuable insights for museum marketing academics and professionals responsible for management of the customer perception of authenticity.