The COVID-19 pandemic causes museums to seek financial aid from corporate sponsors. However, corporate sponsorship may have negative consequences for museums in terms of their authenticity. In this study, we therefore examine whether the extraordinary circumstances caused by the COVID-19 crisis change tourists' perceptions of corporate sponsorship. Indeed, we find that tourists react more positively to corporate sponsorship if the health crisis is salient. Moreover, we show that corporate sponsorship by multiple smaller- and medium-sized companies generates more positive outcomes for museums than the effort of a single large company, in terms of perceived authenticity loss, visiting intentions, and willingness to pay.

中文翻译：

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企业在危机时期赞助博物馆

COVID-19 大流行导致博物馆向企业赞助商寻求经济援助。然而，企业赞助可能会对博物馆的真实性产生负面影响。因此，在本研究中，我们研究了 COVID-19 危机造成的特殊情况是否改变了游客对企业赞助的看法。事实上，我们发现如果健康危机很突出，游客对企业赞助的反应会更积极。此外，我们表明，在感知真实性损失、参观意图和支付意愿方面，多家中小型公司的企业赞助为博物馆带来的积极成果要多于一家大型公司的努力。