Managing Service-Based Industries


Overview & Service Offerings:

Critical Evaluation:


Suggestions for Improvements:

Melbourne Museum Service Blueprint.


Overview & Service Offerings

Melbourne is one of the enriching cultural capital of Australia and each year, it attracts attracting along with the entertaining tourists. The museums are part of the service industry, that has been founded to present the musical legacies and also showcase the scientific advances from their history. The company has beautifully represented their history with the majority of the Melbourne museum representing the Australian’s vast cultural and natural history.

In the year 1984, the Victoria museum became the National Museum and one of the most preserved Museums’ that was regulated under the Industry and Technology of Victoria during 1870. The company also has the two institutions that have amalgamated through the enactment part of the Museums Act 1983 to represent the Museum Victoria, supported by the Victorian Museums board (Suda, 2018). Globally the Australian museums experience millions of visitors each year, as the museum not only represents the insights about the Australian rich culture but also identifies and represents history. The Museum is part of the service industry, which shows the rich values and the cultural insights globally, by displaying the artwork and combination of various pictures and the sculptures (Ziebell, 2020). The Melbourne museum also represents the urban conditions that show the rich contemporary environment that covers the majority of the culture, history, and even education and society. The Museum shows the significant soft infrastructure that has been most rated and even most admired as it is a one-stop place to show all the rich cultural heritage. In the year 2011 Australian tourism awards have also awarded the ‘Best Tourism Attraction’to the Victoria Museum.

The museum shows the curious inquisitiveness around the galleries and it identifies the small gathering place that shows the meeting staff and even represents the information related to the Victorian Museum's collections. The museum is the one place structure to show the history along with the souvenir shop. The Museum has the collection of the 17 million objects that identify the rich cultures of the Indigenous Australians and even gives the insights of the Pacific Islands, geology, along with the elements of science and the other society and zoology (Herron, 2020). The museum has been identified as the rich place of the library collection that includes one of the historical and cultural the Australian’s heritage, mainly from the 18th and 19th centuries. The museum also includes the IMAX theatre that shows how the museum is the complex part of the world’s biggest screen that documents and shows the 3-dimensional short movies and the brief documentaries.

The museum includes

  • Forest Hall, that shows the Australian rich flora and fauna
  • The place is also showing a digitized way of the Biodiversity Heritage Library and the place is known to be a digitization operation that has hosted the Museums Victoria and is funded by the Atlas of Living Australia.
  • The museum also has the touring hall, which shows the global exhibitions. (Ziebell, 2020)

Critical Evaluation of Indigenous Representation in The Moral Museum

Melbourne Melbourne, Australia; has been designed by Denton Corker Marshall who has actively been part of the city planning along with the urban design. The museum has also shown a great concern with the practices, that can respond with social desires. The Museum has shown a rich presence with the precinct adjacent and also involved with the local landmark that is part of the public park (Harris, 2018). The design is from the past idea of the neo-classical Royal Exhibition and then it subsequently shifts to the events plaza, and even connects with the underground facility of the car park. The design is based on the motto "To have the new connection that can show the old model along with reflecting the new, past, and future. The museum is also with the approach o show the rich culture and with the rich traditions with the Melbourne's historical along with the combination of the cultural infrastructure that can show how the building can be a rich place of showing the exhibition building, and also redefining the rich museum's role belonging to the public building. meeting place and the rich tradition can be one of the cultural values that can consistently be belonging to the rich programs and to derive the meanings that could be identified in the rich context. The museum belongs to Melbourne's city grid and it has been planned with a rich place that could integrate the rich landscape of Carlton Gardens and also correlating with the Forest Gallery that has been situated with the adjacent to buildings and to provide an overall area of the exterior circulation. Melbourne Museum has been beautifully being designed with the context of the rich building along with the program (Cramer, 2019). The museum is placed within the distance of the 25 minutes and has actively been supported with the airport to the museum and there have been rich facilities to support kids

  1. Provision of the Microwaves
  2. Provision of hygienic toilets
  3. Cafeteria‘s affordable food.
  4. Prams for the kids
  5. Designated areas for the nursing and kids place

Critics: Even though facing the rich places with the challenges and difficulties the tourists have also suffered that has the feedbacks

  1. The museum though has a large area but it also has the provision for the leisure place, which is big leading to high costing in Maintainance and the maintenance. For example, even if the exclusive exhibits and tickets are to be sold to the new place while they have been able to get tickets but finding a parking lot is a challenge.
  2. Parking fees are high especially during peak hours (Herron, 2020).
  3. Some of the technical and visual enabled interaction is disabled or not running.
  4. The food is not adequately clean that works with the adequate, the museum staff that against the pleasant experience, the cafeterias food with the half-priced cooking experiences.
  5. Opening time should be more flexible.

Suggestions for Improvements: The museum shows a satisfying touring experience from the future point of view.

  1. Museum also shows the ameliorate for the parking experience for the visitors. It even shows the parking trip that can take into account the overall experience and for the overall customer satisfaction. Through the booking apps, online tools, and through the various devices, all the information has to be shared live and tracking (Herron, 2020).
  2. The customers belong from global places and include reputable, exclusive sources that sound exciting and even have to provide extensively researched prices.
  3. A multilingual tour app can make it easy and handy for the overall tourist visit.
  4. Parking fees should be substantial and more public transports should be used.
  5. It would be a place of the research, contents, and identifying the stories.

References for Indigenous Representation in The Moral Museum

Cramer, L., & Witcomb, A. (2019). ‘Hidden from view’?: an analysis of the integration of women’s history and women’s voices into Australia’s social history exhibitions. International journal of heritage studies25(2), 128-142.

Harris, B. (2018). Indigenous representation in the ‘moral museum’: perspectives from classical ethical theory. Museum Management and Curatorship33(2), 195-211.

Herron, A., & Jamieson, A. (2020). Grandfathers at Melbourne Museum: Shining a Spotlight on Overlooked Museum Visitors. Visitor Studies, 1-19.

Knapman, G. (2017). Curiosities or science in the National Museum of Victoria: procurement networks and the purpose of a museum. In Curating empire. Manchester University Press.

Suda, L. (2018). Sharing museum practice with adult learners. Literacy as social practice–how nine men managed their literacy difficulties in the workplace 3, 30.

Ziebell, N., & Suda, L. (2020). Optimising learning opportunities for students in complementary classroom and museum settings. The Curriculum Journal31(3), 539-556.

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