Uloga glazbe u iskustvu posjete virtualnom muzeju

master's thesis

• Title (english): The role of music in the experience of visiting a virtual museum
• Author: Karla Karabatić
• Mentor: Tanja Komarac (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Đurđana Ozretić Došen (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Glazba ima brojne uloge u svakodnevnom životu potrošača, što pokazuju prethodna
istraživanja u literaturi. Ona utječe na stvaranje pozitivnih emocija, izgradnju odnosa,
angažman, postignuća i ima različita značenja za potrošače. Također, glazba ima potencijal
poboljšati iskustva, jer može izazvati snažna i emocionalna iskustva kod potrošača i korisnika
usluga. U kontekstu virtualnih muzeja, kao specifične vrste usluge muzeja, utjecaj glazbe na
iskustvo posjetitelja fizičkog i virtualnog muzeja još uvijek je nedovoljno istražen. Shodno
tomu, cilj rada bio je otkriti doprinosi li glazba iskustvu posjete virtualnom muzeju i može li
različita glazba rezultirati različitim iskustvima posjetitelja.
Provedeno je primarno kvantitativno istraživanje na namjernom prigodnom uzorku od 105
ispitanika. Istraživanje se provodilo na dvije skupine ispitanika. Prva skupina (58 ispitanika)
posjetila je virtualni muzej s ambijentalnom instrumentalnom kompozicijom koja je
repetitivna. Druga skupina (47 ispitanika) posjetila je isti virtualni muzej, ali uz glazbenu
pratnju kompleksnije kompozicije koja obuhvaća više žanrova (reggae, R&B, rap) te čija se
melodija mijenja sukladno kretanju kamere iz jedne prostorije u drugu. Odabrana je virtualna
izložba i obilazak virtualne izložbe „Slavko Kopač“. Nakon što su obišli izložbu, ispitanici su
ispunili anketni upitnik. Rezultati istraživanja otkrivaju da posjetitelji očekuju glazbu prilikom
obilaska virtualnog muzeja i da glazba može doprinijeti boljem shvaćanju izložbe. Nadalje,
otkriveno je da različita glazbena kompozicija i žanr mogu značajno utjecati na iskustvo
posjetitelja virtualnog muzeja. Tako je virtualni muzej s kompleksnijom glazbenom
kompozicijom i melodijom koja se mijenjala tijekom kretanja iz jedne u drugu prostoriju
izazvao pozitivnije reakcije u odnosu na posjet virtualnom muzeju s repetitivnom
kompozicijom.

Abstract (english)

Music plays numerous roles in the everyday life of consumers, as shown by previous research
in the literature. It affects the creation of positive emotions, building relationships, engagement,
achievements and has different meanings for consumers. Music also has the potential to
enhance experiences, as it can evoke strong and emotional experiences in consumers and
service users. In the context of virtual museums, as a specific type of museum service, the
influence of music on the experience of physical and virtual museum visitors is still
insufficiently researched. Accordingly, the aim was to find out whether and how music
contributes to the experience of visiting a virtual museum and whether different music can
result in different visitor experiences.
Primary quantitative research was conducted on a purposeful convenience sample of 105
respondents. The research was conducted on two groups of respondents. The first group (58
respondents) visited a virtual museum with an ambient instrumental composition that is
repetitive. The second group (47 respondents) visited the same virtual museum, but with the
musical accompaniment of a more complex composition that includes several genres (reggae,
R&B, rap) and whose melody changes according to the movement of the camera from one
room to another. A virtual exhibition and tour of the virtual exhibition "Slavko Kopač" was
selected. After visiting the exhibition, the respondents filled out a questionnaire. The research
results reveal that visitors expect music when visiting a virtual museum and that music can
contribute to a better understanding of the exhibition. Furthermore, it was found that different
musical composition and genre can significantly influence the experience of visitors to a virtual
museum. Thus, a virtual museum with a more complex musical composition and a melody that
changed during movement from one room to another caused more positive reactions compared
to a visit to a virtual museum with a repetitive composition.

• Keywords: muzeji; virtualni muzej; glazba; iskustvo; kultura i umjetnost; posjetitelji
• Keywords (english): museums; virtual museum; music; experience; culture and art; visitors
• Language: croatian
• URN:NBN: urn:nbn:hr:148:103850
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-23 10:41:59