Journal articles: 'Museums Marketing'

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Li, Yin. "Museums and Marketing: a Controversy over New Strategies." ESIC MARKET Economic and Business Journal, Volume 51, Issue 1 (April 14, 2020): 183–208. http://dx.doi.org/10.7200/esicm.165.0511.4.

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Objective: This paper aims to review the function of marketing in the field of museum management and offers practical and creative solutions for museums to successfully balance the conflict between the museums’ sustainable operation and their original functions, such as education and preservation. Methodology: The research is mainly based on long-term observations of museum management and marketing in both China and Spain. A review and analysis of previous studies has been conducted to build the context. Results: The implementation of appropriate marketing methods by way of cross-industry cooperation and new technologies can not only assist museums in financial issues but could also result in a win-win outcome which could promote the original mission of museums. Limitations: This article is mainly based on the Chinese and Spanish contexts, however, some relevant features of other countries have also been described. Practical implications: The suggested strategies mentioned in this paper contribute to the development of practical marketing methods for Spanish museums, oriented towards meeting the need for sustainable operation, and ways to communicate to the public at large, in accordance with the museum’s key objectives.

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Kupec, Václav, Michal Lukáč, Peter Štarchoň, and Gabriela Pajtinková Bartáková. "Audit of Museum Marketing Communication in the Modern Management Context." International Journal of Financial Studies 8, no. 3 (July 3, 2020): 39. http://dx.doi.org/10.3390/ijfs8030039.

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Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).

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Wang, Qi, Huan Liu, and Kaiyi Liu. "Marketing Strategy Analysis of the Palace Museum." Journal of Finance Research 3, no. 2 (October 29, 2019): 16. http://dx.doi.org/10.26549/jfr.v3i2.2210.

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The development of cultural innovation is benefcial for museums to give full play to their cultural advantages and improve their economic benefts, accordingly forming a virtuous circle. This paper analyzes the cultural and creative brand marketing environment and strategy of the Palace Museum, hoping to provide some references for other museums through the analysis and summary of cultural and creative brand marketing strategy of the Palace Museum.

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Shekova, Ekaterina. "Marketing in the Field of Culture (the Example of Museums)." Moscow University Economics Bulletin 2016, no. 2 (April 30, 2016): 71–86. http://dx.doi.org/10.38050/01300105201624.

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The article discusses the features of marketing in the field of culture on the example of museums. Museums. as well as other cultural organizations, are in search of their target audience based on their mission and plans. The analysis of the various directions of museum activity has allowed to classify the products and services offered by museums and to evaluate the possibility of using the classical concept and marketing tools in their work.

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Komarac, Tanja, Durdana Ozretic-Dosen, and Vatroslav Skare. "Understanding competition and service offer in museum marketing." Academia Revista Latinoamericana de Administración 30, no. 2 (June 5, 2017): 215–30. http://dx.doi.org/10.1108/arla-07-2015-0159.

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Purpose The purpose of this paper is to explore the current role of competition as one of the neglected aspects of museum marketing management. It also aims to discover whether museum professionals consider museums to be market immune and to find out what they think about the role of competition in creating and managing their existing and new services. Design/methodology/approach The theoretical part of the paper is based on a review of the literature from the multidisciplinary field of arts and museum marketing management. The exploratory qualitative research included 17 museum professionals and was carried out in 17 museums in one EU emerging market country. Findings Museum professionals are not aware of the competition, or they tend to ignore its existence. They consider the preservation of objects (exhibits) to be equally or even more important than providing services. However, additional services become important. Although some museum professionals try to engage visitors in the active creation of museum experience, most are still conservative in such terms. Research limitations The primary research limitations are related to intentional, convenience sample and the perspective of one employee (marketing manager or museums’ director). Originality/value Research findings provide valuable insights for both marketing academics and professionals engaged in the museum marketing management field. The contribution of the paper is also contextual as it helps to bridge the gap existing in museum marketing management research in the context of the emerging markets.

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Yucelt, Ugur. "Marketing Museums: An Empirical Investigation Among Museum Visitors." Journal of Nonprofit & Public Sector Marketing 8, no. 3 (March 14, 2001): 3–13. http://dx.doi.org/10.1300/j054v08n03_02.

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Hede, Anne-Marie, Romana Garma, Alexander Josiassen, and Maree Thyne. "Perceived authenticity of the visitor experience in museums." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1395–412. http://dx.doi.org/10.1108/ejm-12-2011-0771.

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Purpose – This paper aims to investigate the authenticity concept and its antecedents and consequences within the context of museums. Design/methodology/approach – A higher-order scale of authenticity is developed and then tested for reliability and validity using a sample of museum visitors. To investigate authenticity in a model with two antecedents and two outcomes, an additional data set was collected. Hypotheses were tested using structural equation modelling. Findings – The results show that perceived authenticity of the museum, the visitor and the materials in the museum are dimensions of perceived authenticity, resonating with Bal’s (1996) research in this area. Findings also confirm that consumer scepticism and expectations are antecedents to perceived authenticity of the visitor experience in museums, and that perceived authenticity in turn affects visitor satisfaction and perceived corporate hypocrisy. Practical implications – This research provides a framework for museums to manage visitors’ perceptions of authenticity, and to plan and design exhibits accordingly. Originality/value – Our research, set in the museum context, articulates the basis of perceived authenticity, its antecedents and outcomes. This study sets the foundation for research to further explore how perceived authenticity interacts with other constructs relevant to consumption.

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Yorke, David, and P. R. Jones. "Museums and Marketing Techniques." Management Decision 25, no. 1 (January 1987): 25–32. http://dx.doi.org/10.1108/eb001431.

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Moro Sundjaja, Arta. "An Adoption of Social Media for Marketing and Education Tools at Museum Industry." Advanced Science Letters 21, no. 4 (April 1, 2015): 1028–30. http://dx.doi.org/10.1166/asl.2015.5975.

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Museum as a cultural heritage of Indonesia must communicated the history to the community. Current trend of museums visitors is declining, however some museums had increased the number of visitors. The increase of visitors from Museum of Fatahillah caused by marketing tools development. The aimed of this paper is to determine factors that influence the perceived usefulness and perceived ease of use of social media so that museum management can adopt it to promotion and education activities. This paper propose several factors in adoption of social media at museum industry which are crucials for museum to increase the numbers of visitors.

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Rentschler, Ruth, Kerrie Bridson, and Jody Evans. "Exhibitions as sub-brands: an exploratory study." Arts Marketing: An International Journal 4, no. 1/2 (September 30, 2014): 45–66. http://dx.doi.org/10.1108/am-07-2014-0023.

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Purpose – The purpose of this paper is to explore the adoption of major exhibitions, often called blockbusters, as a sub-branding strategy for art museums. Focusing the experience around one location but drawing on a wide data set for comparative purposes, the authors examine the blockbuster phenomenon as exhibition packages sourced from international institutions, based on an artist or collection of quality and significance. The authors answer the questions: what drives an art museum to adopt an exhibition sub-brand strategy that sees exhibitions become blockbusters? What are the characteristics of the blockbuster sub-brand? Design/methodology/approach – Using extant literature, interviews and content analysis in a comparative case study format, this paper has three aims: first, to embed exhibitions within the marketing and branding literature; second, to identify the drivers of a blockbuster strategy; and third, to explore the key characteristics of blockbuster exhibitions. Findings – The authors present a theoretical model of major exhibitions as a sub-brand. The drivers identified include the entrepreneurial characteristics of pro-activeness, innovation and risk-taking, while the four key characteristics of the blockbuster are celebrity; spectacle; inclusivity; and authenticity. Practical implications – These exhibitions are used to augment a host art museum’s own collection for its stakeholders and differentiate it in the wider cultural marketplace. While art museum curators seek to develop quality exhibitions, sometimes they become blockbusters. While blockbusters are a household word, the terms is contested and the authors know little about them from a marketing perspective. Social implications – Art museums are non-profit, social organisations that serve the community. Art museums therefore meet the needs of multiple stakeholders in a political environment with competing interests. The study draws on the experiences of a major regional art museum, examining the characteristics of exhibition sub-brands and the paradox of the sub-brand being used to differentiate the art museum. This paper fills a gap in both the arts marketing and broader marketing literature. Originality/value – The use of the identified characteristics develops theory where the literature has been silent on the blockbuster sub-brand from a marketing perspective. It provides an exemplar for institutional learning on how to initiate and manage quality by popular exhibition strategies.

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Wiedemann, Julia, Eva Patzschke, and Susanne Schmitt. "Museums' Strategies for Opening up to Open Access. German Museums' Utilization Logics for Digital Content." Museum and Society 17, no. 2 (July 17, 2019): 193–209. http://dx.doi.org/10.29311/mas.v17i2.2756.

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Museums are expected to safeguard society’s cultural heritage while also making it publicly available to all. Recently, the digital transformation increased political and societal claims on museums to make their digital content openly available. This paper explores museums’ reactions to this claim and looks at how museums currently utilize their digital content. By analysing qualitative interviews with German museum officials we have found museums to follow four different types of strategies which are ‘Societal engagement’, ‘Safeguarding of heritage related knowledge’, ‘Scientific infrastructure’ and ‘marketing ends’. These were embedded in museums’ organizational identity and the prioritising of some of their tasks.

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Li, Zhao, Shujin Shu, Jun Shao, Elizabeth Booth, and Alastair M. Morrison. "Innovative or Not? The Effects of Consumer Perceived Value on Purchase Intentions for the Palace Museum’s Cultural and Creative Products." Sustainability 13, no. 4 (February 23, 2021): 2412. http://dx.doi.org/10.3390/su13042412.

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A museum’s core activities traditionally focus on such areas as collections’ care, exhibitions and scholarship. Income generation, including retail activities, is considered secondary. Academic research into museums’ merchandise, especially into the perceived value and purchase intentions, is limited. Drawing on literature embracing both core museum functions and marketing, this research, based on the Palace Museum in Beijing, China, explores the impact of the perceived value of a museum’s cultural and creative products on purchase intentions. Combining the results of in-depth interviews with museum visitors and experts, this study defines a construct composed of six perceived value dimensions, namely quality, social, price, innovation, educational, and experience values. A relationship model of perceived value and purchase intentions is proposed. Some 346 valid survey responses were obtained by distributing a questionnaire online and on-site at the Palace Museum, and hypotheses were tested by structural equation modelling. Results showed that innovation and experience values have a significant positive effect on purchase intentions, while quality, social, price, and educational values had no significant influence on purchase intentions. This research outlines feasible strategies and actions for the development of cultural and creative products at museums that have a strong tourism role.

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Gonsales, Flavia I. "Social marketing for museums: an introduction to social marketing for the arts and culture sector." RAUSP Management Journal 56, no. 3 (June 7, 2021): 314–33. http://dx.doi.org/10.1108/rausp-08-2020-0194.

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Purpose The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument). Findings The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects. Research limitations/implications Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies. Practical implications The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream). Originality/value The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.

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Tobelem, J. "The marketing approach in museums." Museum Management and Curatorship 16, no. 4 (June 1998): 337–54. http://dx.doi.org/10.1016/s0260-4779(98)00008-9.

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Tobelem, Jean-Michel. "The Marketing Approach in Museums." Museum Management and Curatorship 16, no. 4 (December 1997): 337–54. http://dx.doi.org/10.1080/09647779700201604.

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McLean, Fiona. "A marketing revolution in museums?" Journal of Marketing Management 11, no. 6 (August 1995): 601–16. http://dx.doi.org/10.1080/0267257x.1995.9964370.

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Recuero Virto, Nuria, Maria Francisca Blasco López, and Sonia San-Martín. "How can European museums reach sustainability?" Tourism Review 72, no. 3 (August 21, 2017): 303–18. http://dx.doi.org/10.1108/tr-03-2017-0038.

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Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

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Vrana, Vasiliki G., Dimitrios A. Kydros, Evangelos C. Kehris, Anastasios-Ioannis T. Theocharidis, and George I. Kavavasilis. "Top Museums on Instagram." International Journal of Computational Methods in Heritage Science 3, no. 2 (July 2019): 18–42. http://dx.doi.org/10.4018/ijcmhs.2019070102.

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Pictures speak louder than words. In this fast-moving world where people hardly have time to read anything, photo-sharing sites become more and more popular. Instagram is being used by millions of people and has created a “sharing ecosystem” that also encourages curation, expression, and produces feedback. Museums are moving quickly to integrate Instagram into their marketing strategies, provide information, engage with audience and connect to other museums Instagram accounts. Taking into consideration that people may not see museum accounts in the same way that the other museum accounts do, the article first describes accounts' performance of the top, most visited museums worldwide and next investigates their interconnection. The analysis uses techniques from social network analysis, including visualization algorithms and calculations of well-established metrics. The research reveals the most important modes of the network by calculating the appropriate centrality metrics and shows that the network formed by the museum Instagram accounts is a scale–free small world network.

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Śmiałowicz, Katarzyna. "Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums." Marketing of Scientific and Research Organizations 37, no. 3 (September 1, 2020): 33–50. http://dx.doi.org/10.2478/minib-2020-0021.

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AbstractThe aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.

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Luscombe, Alex, Kevin Walby, and Justin Piché. "Making Punishment Memorialization Pay? Marketing, Networks, and Souvenirs at Small Penal History Museums in Canada." Journal of Hospitality & Tourism Research 42, no. 3 (July 30, 2015): 343–64. http://dx.doi.org/10.1177/1096348015597032.

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Existing literature on the commodification of punishment has yet to examine small penal history museums or related issues of tourism marketing, networking, and souvenirs. Bringing this literature into conversation with tourism studies, we examine how penal history sites attempt to attract visitors and generate revenue to sustain their operations. Drawing on findings from a 5-year qualitative study of penal history museums across Canada, we argue tourism operators use three strategies for the marketing of commodified punishment: authenticity, historical specificity, and exclusiveness. Our findings also indicate that networking between these sites is underdeveloped and that the souvenirs sold to visitors are an important source of museum funding. Overall, we show that the concepts of marketing, networking, and souvenirs can comprise a key conceptual framework for examining consumption in small tourism enterprises in Canada and internationally. Our findings also raise questions about how to theorize and investigate museum management, solvency, and profitability in the penal and dark tourism sector.

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McLean, Fiona Combe. "Marketing in museums: A contextual analysis." Museum Management and Curatorship 12, no. 1 (March 1993): 11–27. http://dx.doi.org/10.1080/09647779309515340.

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McLean, Fiona. "Future directions for marketing in museums." European Journal of Cultural Policy 1, no. 2 (April 1995): 355–68. http://dx.doi.org/10.1080/10286639509357991.

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Mclean, Fiona. "Services Marketing: the Case of Museums." Service Industries Journal 14, no. 2 (April 1994): 190–203. http://dx.doi.org/10.1080/02642069400000022.

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Bruno, Joana Sarmet Cunha. "O Museu de Arte Contemporânea de Niterói, RJ: uma estratégia de promoção da imagem da cidade." Revista Brasileira de Estudos Urbanos e Regionais 4, no. 1/2 (May 31, 2002): 91. http://dx.doi.org/10.22296/2317-1529.2002v4n1-2p91.

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Esse artigo discute o papel da cultura nos atuais projetos de renovação urbana, analisando o uso contemporâneo dos novos museus na tentativa de promover uma imagem positiva para as cidades. Trata-se de estudar o papel dos equipamentos culturais no desenvolvimento urbano, visando uma elevação geral no prestígio e no capital simbólico das cidades, bem como na auto-estima e no sentimento de pertencimento da população local. Para tal, analisaremos um dos casos mais paradigmáticos em que o museu se torna símbolo, “marca registrada” da cidade em que ele foi construído: o Museu de Arte Contemporânea de Niterói, RJ. Assim, o estudo está voltado para os efeitos do MAC sobre a cidade de Niterói, abordando a relação entre urbanismo e cultura.Palavras-chave: planejamento urbano; marketing de cidades; produção de imagens; políticas culturais; novos museus. The Museum of Contemporary Art of Niterói, RJ, Brazil: A Promotion Strategy of the City ImageAbstract: This article proposes the discussion about the role of culture in the late urban renovation projects, analyzing the contemporary use of new museums in the attempt to promote a positive image to the cities. We will study the role of cultural equipment on urban development, objecting a promotion on the cities' prestige and symbolic capital, as well as on it's inhabitants self-esteem and feeling of belonging. We will analyze one on the most paradigmatic cases in which a museum becomes the symbol or the 'registered trademark' of the city it was built: the Museum of Contemporary Art of Niterói, RJ, Brazil. So, the study focuses the effects of this museum on the city of Niterói, approaching the relation between urbanism and culture.Keywords: urban planning; city marketing; image-making; cultural politics; new museums.

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Schuler, Drue K., and Janell M. Kurtz. "An Internet opportunity for museums: ‘.museum’." International Journal of Nonprofit and Voluntary Sector Marketing 7, no. 1 (February 2002): 13–18. http://dx.doi.org/10.1002/nvsm.163.

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Nessel-Łukasik, Beata. "THEORY VERSUS PRAXIS. RESEARCH AS TOOL IN THE AUDIENCE DEVELOPMENT AT THE JÓZEF PIŁSUDSKI MUSEUM IN SULEJÓWEK." Muzealnictwo 60 (March 28, 2019): 42–49. http://dx.doi.org/10.5604/01.3001.0013.1461.

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Research into the public is a subject of academic investigation, marketing campaigns, and also of museologists’s interest. As a result of changes occurring in culture, these involving Polish museology as well, a closer knowledge of the public’s needs and expectations has become today one of the tasks also challenged by museums. However, as the initial investigation conducted by the National Institute for Museums and Public Collections (NIMOZ) in the 2017 research into the public demonstrates, rare application of the knowledge of museum visitors has seldom translated the results of this research into the practical approach of definite institutions. Several reasons that make museologists refrain from applying the theories used in social sciences to museums can be named. Some of them result from the lack of experience, others from staff shortages; they, however, impede seeing in social research a tool useful for planning changes and for opening up to the community. Nevertheless, despite all these difficulties it can be observed that promoting the research into the public among museologists boosts the impact of the theories on their practical approaches in respective museums. Sharing with other professionals the examples illustrating definite solutions that can be applied in this respect, along with the factual support by NIMOZ providing national research, trainings, and publications, have gradually and effectively been increasing the influence of the knowledge of the public on museum’s operating in social life. An interesting instance of such a process can be seen in e.g. the programme of the research into the public implemented by the Józef Piłsudski Museum in Sulejówek.

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Richani, Evdoxia, Georgios Papaioannou, and Christina Banou. "Emerging opportunities: the internet, marketing and museums." MATEC Web of Conferences 76 (2016): 02044. http://dx.doi.org/10.1051/matecconf/20167602044.

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Tsai, Pei-Hsuan, and Chin-Tsai Lin. "How Should National Museums Create Competitive Advantage Following Changes in the Global Economic Environment?" Sustainability 10, no. 10 (October 17, 2018): 3749. http://dx.doi.org/10.3390/su10103749.

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Management strategies play an important role in enhancing the competitive advantage and sustainable development of national museums. The purpose of this study is to focus on evaluating the management strategies of national museums to reduce the gaps in visitor satisfaction that are caused by the interdependence and feedback problems of the so-called BOCR dimensions (namely, benefits, opportunity, costs, and risks) and 24 criteria. This study creates a hybrid competitive advantage multiple-criteria decision-making model for national museums by integrating the decision-making trial and evaluation laboratory-based analytic network process and modified VIKOR (VlšeKriterijumska Optimizacija I Kompromisno Resenje) techniques to solve the problems. We consider five different types of national museums to illustrate how the proposed new evaluation model enhances the competitive advantage of national museums. Our results provide national museum curators with the knowledge and understanding to create promotional and marketing strategies that reduce the gaps in dimensions and criteria to satisfy visitors’ needs and to enhance their competitive advantage.

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Antchak, Vladimir, and Eleanor Adams. "Unusual venues for business events: key quality attributes of museums and art galleries." International Journal of Tourism Cities 6, no. 4 (May 14, 2020): 847–62. http://dx.doi.org/10.1108/ijtc-09-2019-0156.

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Purpose This paper aims to identify the key quality attributes a museum or art gallery should possess and enhance to become an attractive business event venue. Design/methodology/approach The research adopted a two-stage case-study methodology. Firstly, three museums were selected in Manchester, UK, to explore the venues’ approaches to hosting business events. These were the Lowry Art Centre, Salford Museum and Manchester Art Gallery. Secondly, a business event at another museum in the city, Science and Industry Museum, was accessed to explore the audiences’ perceptions and industry requirements regarding the organisation of events in museums. In total, 21 qualitative semi-structured and structured interviews were conducted with the event delegates, event planners and museums’ management. Findings Thematic analysis was applied to identify three key attributes: venue character, memorability and functionality and feasibility. Venue character refers to the overall appeal of a venue, including its history, status and interior design. Memorability refers to the authenticity and uniqueness of the attendee experience at a corporate event organised in a museum. Finally, functionality and feasibility deals with the availability of functional facilities, space flexibility and diverse venue regulations. Originality/value The findings of the research provide valuable insights to both museums and event companies. The research reveals the main benefits and drawbacks of using a museum or an art gallery as a venue for business events and suggests key aspects to consider while staging a business event in a cultural institution. Museums could apply the findings in marketing to emphasise their uniqueness, authenticity and flexibility.

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Reidla, Jana. "Identity and the Controversial Experiences of Museum Researchers: The Case of the National Museums of Finland and the Baltic States." Journal of Ethnology and Folkloristics 14, no. 2 (December 1, 2020): 99–122. http://dx.doi.org/10.2478/jef-2020-0018.

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AbstractThis paper* highlights the internal contradictions of museum institutions when they are influenced by neoliberal market-driven policies and new museology from the viewpoint of the museum-working researcher. Museums increasingly interface with the public because they are now part of the leisure market. Recent transformations have affected the roles and responsibilities of museum researchers. Whereas marketing, communication and sales specialists have gained more prominence in museum decision-making, the researchers’ role has been marginalised. Semi-structured interviews at five national museums in Finland and the Baltic States give voice to museum researchers and reveal their subjective reflections. The interviews revealed two discursive patterns: 1) caring for museum collections is more of a priority than conducting research, and 2) if academic results are prioritised, researchers are less involved in servicing the collections. The analysis showed how perceived marginalisation has caused role conflict and ambiguity for researchers, and that current shifts reduce researchers’ motivation to contribute to research.

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Lisa Lee and Hyunjoo Lee. "Analysis on Social Media Marketing Contents of Museums - Focused on Modern Art Museums -." Journal of Korea Design Forum 24, no. 4 (November 2019): 7–15. http://dx.doi.org/10.21326/ksdt.2019.24.4.001.

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Terlutter, Ralf, and Sandra Diehl. "Marketing for Real and Virtual Museums: A Marketing Model to Explain Visitor Behavior in Real Museums and an Outlook on its Applicability to Virtual Museums." Journal of Global Academy of Marketing Science 10, no. 1 (November 2002): 45–70. http://dx.doi.org/10.1080/12297119.2002.9707319.

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Kinanti, Lintang Anis Bena, Dr. Bambang Irawan, M.Si., and Dr. Novi Puspitasari, S.E., M.M. "Strategies Model of Jember Historical Tourism Marketing." International Journal of Scientific Research and Management 8, no. 12 (December 27, 2020): 2058–68. http://dx.doi.org/10.18535/ijsrm/v8i12.em06.

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Jember has a long history since prehistoric times, and is evidenced by the diversity of relics from prehistoric times to the colonial period. Historical heritage objects become important regional assets that can generate profits and have a significant effect on economic development. One idea that can be initiated is the presence of an ancient museum. Because of that, an effective marketing strategy is needed to increase the people's visit to the museum and other historical tourism. This study aims to explore how the condition of ancient sites and objects in Jember, explore how the potential of building a museum as a location for storing ancient objects in Jember, and formulating marketing strategies on historical tourism and museums as part of Jember tourism programs. This research adheres to the positivist paradigm using qualitative research methods, using a case study approach by exploring the condition of ancient objects in the Jember area in detail. The results showed that the collection of ancient objects from Jember's history varied greatly with a total of more than 600. A number of collections have been placed in the Antiquities Collection Room, with very limited maintenance, and the room conditions that are not yet representative. For this reason, museum is an alternative solution as a place to store ancient art collection, as well as a part of historical tourism in Jember. The formulation of marketing strategy departs from the concept of SWOT Analysis which is then synergized with the concept of Tourism Marketing Mix.

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Wang, Michelle Chaotzu, and James Quo-Ping Lin. "The Future Museumshapes the museum future." Arts and the Market 8, no. 2 (October 1, 2018): 168–81. http://dx.doi.org/10.1108/aam-12-2017-0030.

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PurposeThe purpose of this paper is to introduce a progressive strategy of the National Palace Museum (NPM) using new media art exhibitions as a creative marketing tool to interpret its collection, generate cultural value and navigate the greater global context.Design/methodology/approachA review of museum marketing literature and the challenges presented by Taiwan’s sociopolitical situation contextualize discussions on marketing activities and the emergence of museum-commissioned new media art at the NPM within the past two decades.FindingsDemocratic potency inherent in the digital medium has enabled the NPM to transcend the conflicting cultural perceptions surrounding its collection and fulfill the function of market expansion and cultural transmission.Originality/valueSpecialized heritage museums, such as the NPM, do not traditionally create or collect contemporary artworks that engage in ongoing cultural dialogues. This paper brings into view the novelty of using the digital medium to generate cultural value as exemplified in the new media art commissioned by the NPM.

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Trabskaia, Iuliia, Iuliia Shuliateva, Rebecca Abushena, Valery Gordin, and Mariya Dedova. "City branding and museum souvenirs: towards improving the St. Petersburg city brand." Journal of Place Management and Development 12, no. 4 (October 14, 2019): 529–44. http://dx.doi.org/10.1108/jpmd-06-2017-0049.

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PurposeThe purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg.Design/methodology/approachIn total, 76 museums have been studied through the observation method to describe their shops’ inventory in terms of percentages of each product. Mostly St. Petersburg museums were included in the analysis. The observation method enabled the researchers to analyse the inventory of the museum souvenir shops. The findings of the analysis enabled the researchers to reach conclusions about museums’ strategies of product development.FindingsThe research allowed to make the conclusion that although the museum shops in St.Petersburg demonstrate positive tendencies in the development of competitive stores’ products a lot of work is still to be done. Not all museums are characterised by availability of clear strategy for product development. They offer souvenirs (if any) which do not differ from those existing on the market according to topics and functions which are characteristic for them. Recommendations on how to make the product of museum shops more competitive were proposed.Practical implicationsCities need new and fresh ways to create and promote their brands. Museums can contribute to this significantly with the help of souvenirs production. This research will provide insight into the process of how museums can do this by developing their shops’ inventory strategies. Recommendations to improve strategies for creation of competitive product were offered in the paper.Originality/valueIn today’s competitive conditions, museums are creating augmented products and create museum shops. Nevertheless, the role of museum shops in brand creation is underexplored. Museum shops have a high potential for creating high-quality products that may influence the museum and city brand in a positive way, as souvenirs and visual images of museum artifacts play an essential role in making an impression on tourists.

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Vesci, Massimiliano, Emanuela Conti, Chiara Rossato, and Paola Castellani. "The mediating role of visitor satisfaction in the relationship between museum experience and word of mouth: evidence from Italy." TQM Journal 33, no. 1 (July 8, 2020): 141–62. http://dx.doi.org/10.1108/tqm-02-2020-0022.

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PurposeThis paper aims to analyse the quality of experience in the Italian art museum context and to understand the mediating role of satisfaction between museum experiences and visitors' word-of-mouth (WOM) behavioural intentions.Design/methodology/approachThis exploratory study adopted a quantitative methodology. Visitors to Italian art museums were interviewed, and the results were examined using exploratory factor analysis and regression analysis.FindingsThe analysis shows that the following museum experience dimensions were present in the Italian art museum context: aesthetics, escapism and “edumotion”. Further, these dimensions positively affected visitors' overall satisfaction which mediates on WOM behavioural intentions.Research limitations/implicationsThe small sample limits the generalisability of findings, and further research on the topic is recommended.Practical implicationsMuseums should allocate resources to improve visitor experience, visitor satisfaction and museum attractions. Specifically, museum managers should invest in the three dimensions that emerged from this study.Originality/valueThis study enriches the empirical evidence on experiential marketing in the museum context by focussing on the mediating role of overall satisfaction in the relationship between museum experience and WOM behaviours. To the best of the authors' knowledge, this is the first study investigating this phenomenon in Italian museums.

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Kinanti, Lintang Anis Bena. "Formulating Strategies to Develop Jember Historical Tourism Marketing." International Journal of Scientific Research and Management 8, no. 05 (May 12, 2020): 1781–88. http://dx.doi.org/10.18535/ijsrm/v8i05.em04.

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Jember has a long history since prehistoric times, and is evidenced by the diversity of relics from prehistoric times to the colonial period. Historical heritage objects become important regional assets that can generate profits and have a significant effect on economic development. One idea that can be initiated is the presence of an ancient museum. Because of that, an effective marketing strategy is needed to increase the people's visit to the museum and other historical tourism. This study aims to explore how the condition of ancient sites and objects in Jember, explore how the potential of building a museum as a location for storing ancient objects in Jember, and formulating marketing strategies on historical tourism and museums as part of Jember tourism programs. This research adheres to the positivist paradigm using qualitative research methods, using a case study approach by exploring the condition of ancient objects in the Jember area in detail. The results showed that the collection of ancient objects from Jember's history varied greatly with a total of more than 600. A number of collections have been placed in the Antiquities Collection Room, with very limited maintenance, and the room conditions that are not yet representative. For this reason, museum is an alternative solution as a place to store ancient art collection, as well as a part of historical tourism in Jember. The formulation of marketing strategy departs from the concept of SWOT Analysis which is then synergized with the concept of Tourism Marketing Mix.

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BÜYÜKŞALVARCI, Ahmet. "MODERN APPROACHES IN MUSEUM MARKETING STRATEGIES AND ITS APPLICATION IN PRIVATE MUSEUMS IN ANKARA." International Journal of Social Humanities Sciences Research (JSHSR) 5, no. 31 (January 1, 2018): 4930–38. http://dx.doi.org/10.26450/jshsr.951.

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Triana, Rinanda, Nurdin Hidayah, and Daeng Noerdjamal. "RANCANGAN PENGELOLAAN SOCIAL MEDIA MARKETING ENGAGEMENT." Jurnal IPTA 9, no. 1 (July 19, 2021): 188. http://dx.doi.org/10.24843/ipta.2021.v09.i01.p19.

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This research intends to designed the engagement management of facebook and instagram of Management Unit of Jakarta Historical Museums formed by 3 major elements in managing social media interactions namely creator-related features, contextual features, and content features. This study used kualitatif method with descriptive approach by conducting interviews with companies and visitors, also observation on their social media. Which the results be analyzed using the Miles and Huberman analysis model and tested the validity of the data using source triangulation technique. The results of this research show that Management Unit of Jakarta Historical Museums has operator division in managing their social media consisting of coordinator and three admins, but there is no classification of admin’s job description in managing their social media. From both social media, the interaction that exists on facebook and instagram is still not optimal can be seen from the average number of likes and comment that has not shown a significant number. Interesting content for visitors is informative, provide detailed information, the right composition and layout, and use filters that are not excessive.

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Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.

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Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.

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Chung, Te-Lin, Sara Marcketti, and Ann Marie Fiore. "Use of social networking services for marketing art museums." Museum Management and Curatorship 29, no. 2 (March 5, 2014): 188–205. http://dx.doi.org/10.1080/09647775.2014.888822.

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Zorn, Elmar, and Roman Koidl. "Exhibition marketing—the relationship between industry and the museums." Museum Management and Curatorship 10, no. 2 (June 1991): 153–60. http://dx.doi.org/10.1080/09647779109515260.

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AMES, PETER J. "Marketing in Museums: Means or Master of the Mission?" Curator: The Museum Journal 32, no. 1 (March 1989): 5–15. http://dx.doi.org/10.1111/j.2151-6952.1989.tb00702.x.

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WERSIG, GERNOT, and PETRA SCHUCK-WERSIG. "A German View of Marketing in United States Museums." Curator: The Museum Journal 33, no. 1 (March 1990): 72–80. http://dx.doi.org/10.1111/j.2151-6952.1990.tb00979.x.

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Lehman, Kim. "Australian Museums and the Modern Public: A Marketing Context." Journal of Arts Management, Law, and Society 39, no. 2 (July 2009): 87–100. http://dx.doi.org/10.3200/jaml.39.2.87-100.

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Gürel, Eda, and Bahtışen Kavak. "A conceptual model for public relations in museums." European Journal of Marketing 44, no. 1/2 (February 16, 2010): 42–65. http://dx.doi.org/10.1108/03090561011008600.

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Hsu, Tien-Yu, and Jen-Yuan Yeh. "A Unified Knowledge-Based Content Management Framework towards Value-Added Application and Service Development and Business Marketing for Museums: The Case Study of the National Museum of Natural Science in Taiwan." International Journal of Humanities and Arts Computing 8, supplement (March 2014): 12–28. http://dx.doi.org/10.3366/ijhac.2014.0096.

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The practices of knowledge management (KM) are complicated and usually difficult of accomplishment. In most situations, KM is introduced on a departmental or even individual level, leading to the Content Silo Trap where content, applications, and services are created in isolation. To address the issue, this paper proposes, for museums, a Unified Knowledge-based Content Management Framework, which consists of the Unified Process of Knowledge Content Development, the Multi-layered Reusable Knowledge Content Structures, and the Unified Knowledge-based Content Management System. The first declares tasks for the museum staff to perform while building and utilizing knowledge. The second abstracts content in consistent structures for reuse. The last comprises subsystems serving functionalities for knowledge-based content management. The proposed framework has been successfully introduced in the National Museum of Natural Science to manage tasks and operations on a daily basis. In addition, a platform based on the framework is implemented to support knowledge-based content management, value-added application and service development, and business marketing. The overall practical experience is a valuable reference for museums, the academia, and the industry.

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Brida, Juan Gabriel, Marta Meleddu, and Manuela Pulina. "Understanding museum visitors’ experience: a comparative study." Journal of Cultural Heritage Management and Sustainable Development 6, no. 1 (May 16, 2016): 47–71. http://dx.doi.org/10.1108/jchmsd-07-2015-0025.

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Purpose – The purpose of this paper is to examine museum visitors’ experience. The objective of the research is to explore preferences, behaviour, overall. This study experience and the determinants on repeated visits to two heritage sites. In particular, a more comprehensive regression approach is introduced and employed to compare results at two regional museums. Design/methodology/approach – First, a factor analysis identifies a set of orthogonal factors related to visitors’ perceptions on their positive and negative experiences at two different museums. Second, a two-step cluster analysis is implemented to identify specific demand segments. Third, a regression analysis reveals the key determinants that influence visitors’ perceptions on the quality of services provided at the cultural sites. The empirical data were collected at two archaeological museums located in Sardinia and Trentino Alto Adige (Italy). Findings – On the whole, some homogeneous findings have been obtained for the two cultural sites, regardless of the different levels of attractiveness exerted by these two museums. Moreover, the outcomes highlight that the two museums need to be reinterpreted and reorganised with the provision of supplementary services, able to satisfy a broader audience, and enriching their traditional mission that is to collect, preserve and exhibit the archaeological heritage. Practical implications – The methodological approach presented in this paper is for practitioners and curators to deepen their understanding of their consumers and to improve the overall quantity and quality of services offered. Originality/value – This paper presents a novel and integrated approach to investigate customers’ experience and their needs with the aim of improving the overall quality of the services provided at the museum. The proposed methodology is used to analyse multidimensional aspects of the visit to a cultural site. Within the literature on museum marketing and management, this methodological framework can be regarded as an alternative approach to analyse visitors’ experience, characteristics, behaviour, preferences and to elicit specific characteristics of different segments of demand.

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Abrak, Esra, and Banu Küçüksaraç. "Digital public relations and experiential marketing practices in postmodern museums: A qualitative research on postmodern museums in IstanbulPostmodern müzelerde dijital halkla ilişkiler ve deneyimsel pazarlama pratikleri: İstanbul'daki postmodern müzelere yönelik nitel bir araştırma." Journal of Human Sciences 14, no. 4 (January 12, 2018): 5040. http://dx.doi.org/10.14687/jhs.v14i4.5156.

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Along with the development of information and communication technologies, the phenomenon of leisure time, the transformation of everyday life practices and the effects of changing consumer identity have brought about transformations and new approaches in the understanding of museology as well as in almost every area of social life. Until recently, the museum, which was defined as preserving and exhibiting works of art with its basic functions, has now become a vital space based on user experience, based on the leisure time activities of life, beyond the work of preserving the works it hosts. In this transformation conceptualized as contemporary museology or postmodern museology, the museum which has become a consumption object, has excitement and open details that interact with the day that it is unforgettable to live apart from a constant and chronological journey. These are practices consisting of digital public relations and experiential marketing strategies that are designed and planned to bring and interact with the museum's collection and the creative elements that enable the user experience, as well as the desired visitor experience.In this study, it was aimed to determine digital public relations and experiential marketing practices of contemporary art museums in Turkey which are postmodern. The study is limited to the postmodern museums in Istanbul (Istanbul Modern, Pera Museum and Sakıp Sabancı Museum), which have emerged as extensions of the big holdings in our country and have been working on art management for many years and aiming to offer a multi-service approach. In the study in which in-depth interviews and descriptive analysis methods were used, the result of the obtained data reveals the place and usage of digital public relations and experiential marketing practices in postmodern museum.Extended English abstract is in the end of Full Text PDF (TURKISH) file. ÖzetBilgi ve iletişim teknolojilerinin gelişmesiyle birlikte serbest zaman olgusu, gündelik hayat pratiklerinin dönüşümü ve değişen tüketici kimliğinin etkileri, toplumsal yaşamın hemen her alanında olduğu gibi müzecilik anlayışında da dönüşümleri ve yeni yaklaşımları beraberinde getirmiştir. Yakın tarihe kadar, temel işlevleri geçmişe ait sanat eserlerinin muhafaza edilip sergilenmesi olarak belirlenen müzeler, günümüzde, barındırdığı eserleri muhafaza eden bir yapının ötesinde, hayatın serbest zaman uğraşılarına odaklı, kullanıcı deneyimini temel alan ve tercih edilebilir yaşamsal bir alan haline dönüşmüştür. Çağdaş müzecilik anlayışı ya da postmodern müzecilik şeklinde kavramsal-laştırılan bu dönüşümde, tüketim nesnesi haline gelen müzeler sabit, kronolojik bir gezinin haricinde, ziyaretçiye heyecan veren ve o günü yaşamasını unutulmaz kılan, etkileşime açık detaylar barındırmaktadır. Bunlar müzenin koleksiyonunun ve sergileme biçimlerinin kullanıcı deneyimine imkan veren yaratıcı unsurlarının yanı sıra, bu deneyimi yaşaması arzu edilen ziyaretçiyi müzeye getirmeye ve onunla etkileşim kurmaya yönelik hazırlanmış ve planlanmış olan dijital halkla ilişkiler ve deneyimsel pazarlama stratejilerinden oluşan pratiklerdir.Bu çalışmada, postmodern nitelik gösteren Türkiye'deki çağdaş sanat müzelerinin dijital halkla ilişkiler ve deneyimsel pazarlama pratiklerini belirlemek amaçlanmıştır. Çalışma, ülkemizdeki büyük holdinglerin uzantısı olarak ortaya çıkan, uzun yıllardır sanat yönetimi konusunda çalışmalar yapan ve çoklu hizmet anlayışını bir arada sunmayı hedefleyen İstanbul’daki postmodern müzeler (İstanbul Modern, Pera Müzesi ve Sakıp Sabancı Müzesi) ile sınırlandırılmıştır. Derinlemesine görüşme, gözlem ve betimsel analiz yöntemlerinin kullanıldığı çalışmada elde edilen veriler sonucunda dijital halkla ilişkiler ve deneyimsel pazarlama pratiklerinin postmodern müzecilik anlayışı içindeki yeri ve kullanım şekilleri ortaya konulmuştur.

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Orea-Giner, Alicia, and Trinidad Vacas Guerrero. "Textual analysis as a method of identifying museum attributes perceived by tourists: An exploratory analysis of Thyssen-Bornemisza National Museum in Spain." ESIC MARKET Economic and Business Journal, Volume 51, Issue 3 (October 5, 2020): 527–44. http://dx.doi.org/10.7200/esicm.167.0513.2.

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Objective: The identification of museum attributes is essential when analysing the different factors that attract visitors and studying it in order to improve efficiency in museums, as this could affect the use of funds for developing a marketing campaign to attract visitors. This paper offers a literature review that considers museum visits and museum attributes before proposing a methodology. Methodology: The use of big data applied to tourism research is vital, as it allows for the consideration of the opinions of museum visitors. The case study in this paper is the Thyssen-Bornemisza National Museum in Madrid, Spain. The method for identifying the attributes consists of a textual analysis of TripAdvisor reviews written in English (2500) and Spanish (2500). The information is captured using WebHarvy and is analysed using Nvivo12. Results: After analysing the thousand words that were used most frequently, the main attributes were detected, as well as whether the perception of these attributes was positive or negative. The museum’s location and the building itself were the most highly valued attributes. Other attributes that were valued positively were the peripheral services of the museum, such as its food and beverage services. Limitations: The main limitation is that TripAdvisor is not an entirely reliable source of information, so it will be necessary to obtain more reviews to analyse.

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Journal articles on the topic 'Museums Marketing'

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