How should national museums create competitive advantage following changes in the global economic environment?

Abstract

Management strategies play an important role in enhancing the competitive advantage and sustainable development of national museums. The purpose of this study is to focus on evaluating the management strategies of national museums to reduce the gaps in visitor satisfaction that are caused by the interdependence and feedback problems of the so-called BOCR dimensions (namely, benefits, opportunity, costs, and risks) and 24 criteria. This study creates a hybrid competitive advantage multiple-criteria decision-making model for national museums by integrating the decision-making trial and evaluation laboratory-based analytic network process and modified VIKOR (VlšeKriterijumska Optimizacija I Kompromisno Resenje) techniques to solve the problems. We consider five different types of national museums to illustrate how the proposed new evaluation model enhances the competitive advantage of national museums. Our results provide national museum curators with the knowledge and understanding to create promotional and marketing strategies that reduce the gaps in dimensions and criteria to satisfy visitors' needs and to enhance their competitive advantage.