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Corporate sponsorship for museums in times of crisis

Authors
  • Biraglia, Alessandro
  • Gerrath, Maximilian H.E.E.
Type
Published Article
Journal
Annals of Tourism Research
Publisher
Elsevier Ltd.
Publication Date
Sep 30, 2020
Identifiers
DOI: 10.1016/j.annals.2020.103056
PMID: 33020674
PMCID: PMC7526523
Source
PubMed Central
Keywords
License
Unknown

Abstract

• We experimentally test the effects of COVID-19 on corporate sponsorship perceptions. • Tourists are more welcoming of corporate sponsorship if COVID-19 is salient. • Effects are stronger when the sponsor is a group of SMEs instead of a large company. • The results are mediated by a lower perception of authenticity loss. • We discuss implications for theory and practice and future research directions.

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