Immersive Approach in Theatre and Museum Marketing
The immersion approach or the use of the immersion effect is a new trend in the marketing activities of museums and theaters. The article discusses the effect of active involvement of consumers in the process of providing services, examples from foreign and domestic practices, the essence of the changes in each of the seven elements of the model of services marketing with regard to its immersive transformation. Taking into account the specifics of the immersive approach when developing a set of marketing tools will significantly enhance the competitive advantages of the product by creating an effect of novelty and involving consumers in creating a product that best suits their needs.