Long Night of Museums

This study examines the concept and the brand Museumnight. This global phenomenon has a key role in the cultural creative industry and functions as a cultural ambassador for museums. Two case studies are carried out, one concerning the Museumnacht Amsterdam (The Netherlands) and the other concerning Lange Nacht der Museen Vienna (Austria). For both cases the image that is presented on the social media platforms Facebook and Twitter is examined. Moreover, the second part deepens into the audience perception of the (online) image and brand Museumnight. This research applies a qualitative mixed-method approach with a sequential research design. The two methods that are used are a social media content analysis for the first part of the online image projected, and in-depth interviews for the image perceived by the audience. A theoretical framework concerning Museumnight as part of the experience economy and the Museumnight brand experience is formed that supports the two analyses.