ABSTRACT The purpose of this paper is to better understand edutainment and perceived authenticity in the context of the cultural organizations, museums. It aims to discover and understand opinions of museum professionals towards edutainment (as one of the most significant trends) and three components of perceived authenticity of museum visitor experience. Results of the exploratory qualitative study show positive opinions towards edutainment. Three approaches to edutainment are identified: customized, selective and universal. Furthermore, if used correctly, edutainment can help to increase the perceived authenticity of museum visitor experience. However, museum professionals are divided in opinions about the importance of edutainment for the three components of perceived authenticity of museum visitor experience. Research findings provide valuable insights for museum marketing academics and professionals responsible for management of the customer perception of authenticity.

中文翻译：

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管理博物馆游客体验的寓教于乐和感知的真实性：来自定性研究的见解

摘要 本文的目的是在文化组织、博物馆的背景下更好地理解寓教于乐和感知的真实性。它旨在发现和理解博物馆专业人士对寓教于乐（作为最重要的趋势之一）和博物馆游客体验感知真实性的三个组成部分的看法。探索性定性研究的结果显示了对寓教于乐的积极看法。确定了三种寓教于乐的方法：定制的、选择性的和通用的。此外，如果使用得当，寓教于乐可以帮助提高博物馆参观者体验的真实性。然而，博物馆专业人士对寓教于乐对博物馆游客体验感知真实性的三个组成部分的重要性存在分歧。