Edinburgh Napier University

  The concept of the Experience Economy addresses trends in economic development with the assertion that there is an economic value to experience. The phenomenon of an increasingly experiential value orientation in both consumer behavior and reactionary business practices has created a revolution in the approach towards competitive advantage. It is found that it is of greater benefit not only to the consumer but, to the organization, to invert the traditional value models based on organizational benefit and organizational processes to that of consumer value and processes. Concepts pertaining to The Experience Economy are of relevance to recreation and tourism organizations such as Museums and their absence on the discussion pertaining to those concepts is unjustified. The purpose of this research is to advance understanding of the role the experience economy plays in a product’s value and competitive advantage and explore the possibilities for experiential product development in Museums which will differentiate these organizations from their competitors whilst maintaining the credibility and integrity of the museum product.

The foundation of this research is formed out of recent works on the emergence of the experience economy and roles within our society, practical guides for advantage which have recognized experiential value, and significant texts relating to consumer behavior and competitive advantage. Primary research was undertaken in a case study of the Hopetoun House of South Queensferry and additional insight brought through contact with management of this house museum. The developing analysis has led to further support of the experiential methods investigated and related concepts. In addition, it is found that contrary to traditional assumptions, through these means museums have opportunities create deeper visitor experiences for competitive advantage without sacrificing organizational aims.