“Olha Pro Céu, Meu Amor”: Living the ‘Sertão’ Through a Service Experience in an Interactive Museum

This study aims to analyze the experiential marketing of visitors to Cais Sertão Museum, Recife-PE, based on the dimensions of the TOURQUAL model (MONDO, 2014), from a qualitative case study with 11 interviews conducted in November 2016, in which 'human element' and 'security' have been identified to a lesser extent.

Citation:

João Henriques de Sousa Junior, Salomão Alencar de Farias, Maria de Lourdes de Azevedo Barbosa, Francisco Vicente Sales Melo, and Bianca Gabriely Ferreira (2017) ,"“Olha Pro Céu, Meu Amor”: Living the ‘Sertão’ Through a Service Experience in an Interactive Museum", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 63-63.