Museum Marketing Research Articles

Development Strategies of Museum Research Products under the Background of Cultural and Tourism Integration

With the deepening of the strategy of cultural and tourism integration and the continuous development of the national cultural and tourism integration policy, the field of education and tourism also show a trend of integration, and museum research products are the products of the integration of the two. The development of museum research products has gradually become one of the important ways of museum marketing. As an important cultural carrier of the city and the main position of public cultural services, museums play a vital role in the economic, social and cultural development of the country.

A Literature Review on Museum Merchandising and Branding based on Cultural Heritage Creative Design

The cultural and creative industries and the massive dissemination of information in the age of digital media provide new vehicles for the transmission and expression of cultural heritage and use the language of design to capture people's sensibilities, express cultural connotations, and bring the value of history to audiences through new media. Museums, as institutions of culture collection and dissemination, also want to increase their visibility by creating their brand. At the same time, as an important part of urban tourism, museum branding is also conducive to enhancing people's understanding and identification with local culture. For museums, the merchandising and branding of museum-based cultural heritage is an important part of museum marketing, in which museums' cultural heritage design products also tend to function as both consumer promotion and cultural expression. This paper is a literature review using methods that include analysis of literature database platforms and interdisciplinary research and discusses the impact of product design on the branding of museums' cultural heritage. Focusing on the relationship between museum branding and communication with audiences, as well as further study of dialectical thinking on the cultural dimensions of museum product expression, thus identifying key knowledge and research processes in this area.

Digitalization Of Marketing as Innovation Tool of Customers’ Evaluation

This paper analyses the digitalization of museum marketing as an innovative tool for customer evaluation. The content analysis of digital tools created by the most visited museums in the world on social networks such as Facebook, Twitter and Instagram were carried out. To obtain statistical information about the pages of museums in social networks, the social media analytics and management tool Fanpage Karma was used. According to the selected indicators, Fanpage Karma filters the rating of the networks’ current strongest content. The correlation between the number of museum visits and indicators showing the interaction of the museum with visitors using social networks, such as the number of fans, the page performance index, the number of posts per day, the growth rate of followers, post interactions, and the number of total reactions and comments, was evaluated. The aim of this paper is to analyse the impact of museum marketing digitalization processes on museum visits by tourists and, as a result, the economic development of the museum business. To monitor the digitalization strategy of the museum’s marketing activities, a mixed approach based on qualitative and quantitative analysis was used. Multivariate analysis was carried out to determine the relationship between museum attendance and the interaction between museums and subscribers in social networks. It has been proven that the introduction of digital technologies in museum marketing can attract visitors and put the institution at the new informational level. The number of museum visits and the number of fans, the number of posts per day, interactions, and the number of reactions and comments are the same across all social networks. The paper allows us to know the potential audience of the museum and its needs and requests and to predict the interests of certain categories of museum visitors. The scientific novelty and originality of the research consists of the use of digital marketing tools for evaluating their influence on client behaviour. The results of the study may be useful for the development of monitoring systems and strategic management of marketing when evaluating the behaviour of consumers on the content of social networks at enterprises in various industries.

The impact of social media marketing activities in the museum industry

PurposeThe social media expands the scope of museum marketing. Through the social media marketing, visitors get a rich and colorful visual experience, and the museum can quickly and effectively convey various information to visitors. At present, the research on social media in the museum industry mainly focuses on the level of technology use, while the research on the marketing application of social media is relatively scarce, especially from the empirical perspective. This study constructs a conceptual model to identify the impact of SMMAs on visitor experience in the context of the museum industry through the empirical analysis.Design/methodology/approachA survey is conducted with a total of 538 visitors who follow the fan page of the Palace Museum Weibo. The collected data are analyzed via structural equation modeling.FindingsThe results show that SMMAs have significant effects on social presence and social support, which in turn significantly affect flow state. Moreover, the results demonstrate that social presence and social support partially mediates the relationships between SMMAs and flow state.Originality/valueThe contribution of this study is twofold. First, from a theoretical perspective, it offers new insights into the conceptualization of social media marketing. Second, from a pragmatic perspective, the results are helpful to guide museums how to carry out social media marketing activities.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2020-0564

Study on Virtual Experience Marketing Model Based on Augmented Reality: Museum Marketing (Example)

With the development of emerging digital technologies such as Augmented Reality and Artificial Intelligence, Augmented Reality (AR) technology-enabled experience marketing model can bring brand new virtual experience to the users, improve the brand attitudes of users, and increase the use and purchase intention of users. Based on the theoretical basis of experience marketing and AR, the AR application of Guilin Museum was designed and developed by using Unity as the software development tool and using AR Foundation as the AR development framework. The implementation of this application was mainly based on face detection and tracking, image detection, and tracking in the underlying API of AR Foundation. Subsequently, an AR virtual experience marketing model was constructed based on the Schmitt strategic experience module, and the usage data of AR applications were collected. Furthermore, the collected data were analyzed and evaluated using SPSS and AMOS software, and the relationships and influences of sensory experience, emotional experience, thinking experience, action experience, and association experience on the brand attitudes of users and use intention and purchase intention in AR application were tested.

О международной научной конференции "культура и взаимодействие народов в музейных, научных и образовательных процессах - важнейшие факторы стабильного развития стран Евразии"

The information about the International Scientific Conference “Culture and interaction of peoples in museum, scientific and educational processes - the most important factors of stable development of the countries of Eurasia” is presented. The conference was held on September 21-22, 2021 in Omsk. The event was timed to the 80th anniversary of N.A. Tomilov, a Russian ethnographer, anthropologist, museologist, professor, Doctor of Historical Sciences. The conference considered the issues of history, culture and ethnocultural interaction of peoples, methodology and results of the study of folk culture, the multiplication and use of cultural and natural heritage, museology and museum processes in Eurasia, museological and local history research, museum work and museum marketing, the role of ethnographic and ecological tourism in the development of regions.The conference was held in an online format. Within the framework of the scientific forum, events dedicated to the 80th anniversary of Nikolai A. Tomilov were held. A significant event of the plenary session was the presentation of N.A. Tomilov's monography “60 years in the scientific community: humanitarian studies, Russian scientists and their environment (the second half of the 20th - first decades of the 21st century)”. Five sections worked at the conference: “Folk culture from antiquity to modernity: methods and results of research”, “History and culture of peoples: interdisciplinary approaches in modern humanities”, “Historiographical aspects of the study of ethnocultural history”,“Cultural and natural heritage as a factor and tool of intercultural interaction and attraction of tourists”, “Museology and Museum processes: history and current state”.

Nowe media w strategiach komunikacyjnych polskich muzeów. Od Facebooka do TikToka

New Media in Communication Strategies of Polish Museums. From Facebook to TikTok The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

Social marketing for museums: an introduction to social marketing for the arts and culture sector

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.

The role of museum marketing in economic and scientific development and general tourism

The research is based on the premise of museums investing in marketing cultures and transforming the economic aspect within investment projects for tourism and developing work on media and marketing programs . This is why the researcher worked on tracking experiences that worked to develop the idea of marketing for museums through mechanisms to attract more visitors and interact with the methods of presentation that are renewed and published books and more promotional elements such as advertisements, public relations and direct marketing of models of used exhibits in the mechanisms and methods of printing or making gypsum molds, which is a model that simulates the original and aims to reach markets and groups of people who are interested in collecting reproduced models or visitors in a manner that is an influential motive in promoting the museum and increasing the number of visitors and its investors. In the theoretical framework, the researcher divided the research into two topics, namely (the museum between the cultural aspect and economic data) and topic two (the museum and shopping mechanisms) in chapter three , the researcher presented the experiences of international museums in marketing, whether it is electronic, promotion in newspapers and advertisements, or making copies of the original models. In chapter four, the researcher presented the results and conclusions, including the diversification of marketing methods for museums, which contribute to strengthening the economic aspect through the revenues collected from entry fees and incentives to establish small projects, including the manufacture of gypsum models or works reproduced from the original models.

Does Museum Marketing Meet Postmodern Conditions?

The purpose of this study is to explore how museum marketing meets postmodern conditions. Based on a sample of 12 museums in Istanbul, Turkey, a qualitative study was conducted to evaluate whether museum marketing meets the five conditions of postmodernism, namely decentered subject, reversal of production and consumption, fragmentation, juxtaposition of opposites and hyperreality. The findings of this study reveal that the marketing practices of museums meet all conditions of postmodernism except that of the decentered subject. They also demonstrate that museum managers hold negative attitudes towards the decentered subject, mainly due to their resistance to intermediaries between the exhibition and the audience.

Marketing muzeal în folosul comunității clujene

"Museum Marketing in the Service of the Cluj Community This paper aims to analyze the role of cultural marketing activities within the Transylvanian Museum of Ethnography and their contribution to increasing the quality of the cultural life of the Cluj community. The analysis begins with a review of the general museum offer (basic/permanent, educational, complementary and supplementary) which introduces the reader in the field of cultural marketing. It continues with the presentation of the cultural offer of the Transylvanian Museum of Ethnography (MET) during 2019-2020. Thus, the most important temporary exhibitions and cultural events organized and hosted by MET during this period are listed and described, along with the museum research, innovation and entrepreneurial projects/programmes within the national and international cooperations with museum institutions and universities. It also highlights the importance of museum marketing communication on social media during the Covid-19 pandemic. By its entire cultural offer, the Transylvanian Museum of Ethnography not only demonstrates its relevance within the cultural landscape of Cluj, but also its special contribution to enhancing the cultural life quality of the Cluj community, and also of its national and international visitors. This paper concludes with suggestions to innovate and diversify the supplementary offer, with the aim to serve the cultural and social needs of the Cluj community and of the museum’s national and international visitors as well, and also to intensify their desire to always return to this cultural institution, unique in the Cluj county. Keywords: cultural marketing, museum offer, museum research, innovation and entrepreneurial projects, Cluj community, museum mascot "

KEMUNGKINAN ELABORASI: KUALITAS SEBAGAI PESAN DALAM MEMPENGARUHI KEPUASAN DAN MINAT BERKUNJUNG KEMBALI

The tourism trend was change, marked by an increased in the exploration of cultural and historical tourism. The government through development program also support this phenomenon since 2014, with aim to increase the income through tourism sector. However, museum as cultural destinations have inverted trend. Quality as a message play important role to attract tourist. This research uses elaboration likelihood perspective to examine how quality as a message affects revisit intention. The result of quantitative process using SmartPLS showed that the effect of quality on tourist satisfaction is higher than quality on revisit intentions and the indirect effect of quality on revisit intention through tourist satisfaction is stronger than direct effect. It described that elaboration using central route is more effective to generating intention to travel back and intention to recommend. These results recommend that managers should improve some existing facilities and provide several supporting facilities or new facilities to increase visitor satisfaction. The elaboration by visitors proves that the use of the central route is more effective for museum marketing.

Strategi Pemasaran Museum Buleleng Dalam Upaya Meningkatkan Jumlah Kunjungan Wisatawan

This study aims to describe the decrease factor of tourist visits to the Museum Buleleng, marketing strategies used to increase the number of tourist visits to the Museum Buleleng. This study used a SWOT analysis to identify strengths, weaknesses, opportunities, and threats in Buleleng Museum, and discussed using qualitative descriptive analysis. This research subject is the manager of the Buleleng Museum. Then the object of this study is data on the number of tourists. Data on the number of tourist arrivals was obtained through interviews with related parties. Data were analyzed descriptively. These results indicate that factors causing the decline in the number of tourist visits to the Museum Buleleng namely internal factors and external factors do not Buleleng Museum marketing strategy, which is due to funding constraints. Results of the analysis of the data showed that important to know the potential, weaknesses that should be corrected, an opportunity that must be exploited to the maximum, and a threat to be faced so that it can be known from the marketing strategy to be followed.

STRATEGI UNIT PELAKSANA TEKNIS DAERAH (UPTD) DALAM PENGELOLAAN MUSEUM SUBAK DI KABUPATEN TABANAN

UPTD Subak Museum was formedi with the aim ofapreserving traditionali farming tools usedi by ancient subak organizations. However, in its management there are stilli various problems, namely the low number ofavisits compared to other DTWs, overlapping authority, and limited use of DAK. In refining and / or making a strategy, it is necessary to analyze the strategy using strategic planning process indicators according to John M. Bryson and also SWOT analysis techniques according to Freddy Rangkuti to identify opportunities, threats, strengths, and weaknesses. The type of research used is descriptive qualitative. The informant determination technique used is purposive and snowball. The results of the SWOT matrix analysis yielded eight alternative strategies. The overall strategies described are four selected strategies as a priority scale for the UPTD Museum Subak, namely maximizing the use of technology as a means of disseminating information, fostering community business spirit to create a tourism industry around the Museum Subak area, developing museum marketing innovations to attract visitors, optimizing support from the central government.
 Keywords: UPTD Museum Subak, strategic planning process, SWOT analysis

박물관 마케팅 강화를 위한 문화상품디자인 연구 -서대문자연사박물관 산학협동을 중심으로-

박물관 마케팅 강화를 위한 문화상품디자인 연구 -서대문자연사박물관 산학협동을 중심으로-

Managing edutainment and perceived authenticity of museum visitor experience: insights from qualitative study

ABSTRACTThe 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.

In the Context of Museum Marketing User Centered Web Design of the Most Visited Museums in the World and Turkey

İletişim teknolojilerinin gelişmesi ve yaygınlaşmasıyla birlikte, dijital medya kültürel mirasın sergilendiği alanlar olan müzelerin tanıtımlarında etkin bir araç olarak kullanılmaya başlanmıştır. Sanal ortamın kültürel mirasları paylaşmaya olanak tanıması, müzelere çok büyük fırsat ve olanaklar sunmuştur. Günümüzde pek çok müze, sanal ortamın fırsat ve olanaklarından faydalanarak, ziyaretçilerine ya da potansiyel ziyaretçilerine müze hakkında hem güncel veri akışı sağlamakta hem de ziyaretçilere yönelik çeşitli imkânlar sağlamaktadır. Böylece, hem müzelerinin tanıtımlarını yaparak kültür pazarlamasına katkı yapmakta hem de sanal kültürel içerik üretimi yapmaktadırlar. Web siteleri, dijital medya pazarlamasında önemli bir rol oynamaktadır. Çevrimiçi pazarlama stratejilerine önem veren müzelerin web siteleri, ziyaretçiler için oldukça kullanışlı imkânlar sağlamaktadırlar. Bu araştırmada, Türkiye’deki müzelerin web sitelerinin belirlenen belli başlı kriterler konusunda başarılı olup olmadığı sorusuna yanıt aranmıştır. Bu doğrultuda, dünyanın en çok ziyaret edilen müzelerinin web siteleri incelenmiş ve bu sitelerin ziyaretçilerine sağladığı kullanışlı uygulamaların toplamından bir örnek model ortaya çıkarılmıştır. Bu uygulamalar örnek modelin kriterleri olarak değerlendirilmiştir. Dünyanın en çok ziyaret edilen beş müzesi (Louvre Müzesi, Ulusal Çin Müzesi, Havacılık ve Uzay Müzesi, Metropolitan Sanat Müzesi, Vatican Müzeleri) ile Türkiye’nin en çok ziyaret edilen ilk üç müzesi (Konya Mevlana Müzesi, İstanbul Topkapı Sarayı Müzesi ve İstanbul Ayasofya Müzesi) bu kriterlere göre değerlendirilmiştir. Araştırmanın sonucuna göre, örneklemde incelenen Türkiye’nin en çok ziyaret edilen üç müzesinin web sitelerinin aynı kriterleri sağlamadığı görülmüştür. Ayrıca, değerlendirilen ölçütlere göre, Louvre Müzesi’nin resmi web sayfasının en başarılı web sayfası olduğu görülmüştür. Türkiye’deki en çok ziyaret edilen üç müzenin resmi web sayfalarının ise Louvre Müzesi’sinin ziyaretçilerine dijital olarak sağladığı pek çok imkânı sağlamadığı görülmüştür.

СКЛАДОВІ ФОРМУВАННЯ ПОПИТУ НА КУЛЬТУРНІ ІВЕНТИ В УКРАЇНІ (НА ПРИКЛАДІ МУЗЕЇВ)

Actuality. Relevance of the article is conditioned by the necessity to analyze the components of the demand for cultural events in Ukraine, produced by museums, and which can now function as cultural industries and produce an innovative competitive cultural product. Purpose and methods. The purpose of the article is to analyze the components of the formation of demand for cultural events in Ukraine (taking museums as an example), which will make it possible to identify the features of demand formation and develop a marketing strategy for museums. In the framework of the research goal were used interdisciplinary, systemic, integrated and cultural studies approaches, as well as methods of typology, surveys, analysis and synthesis, comparative and empirical. Results. The results of the study are found in the deepening study of the process of forming sustainable demand for cultural events in Ukraine. The demand for cultural events, which are produced by cultural institutions, consist of two components: external, depends on the strategic directions of the cultural development in Ukraine; internal, which provides the introduction of strategic marketing and the revision of management models in cultural institutions, particularly in museums. Conclusions and discussions. The scientific novelty of the article is in the analysis of current trends in the demand for cultural events produced by Ukrainian cultural institutions, whose functioning depend on state funding. The results of the study demonstrate the importance of transforming the managerial component of museums and the implementation of the strategic marketing. The practical significance of the research results is found in using for cultural institutions, in particular for museums, in order to further deepen and develop a practice-oriented course on museum marketing and management.

ПРИВАТНІ МУЗЕЇ КИЄВА: ҐЕНЕЗА, ІСТОРИЧНА ЕВОЛЮЦІЯ, СУЧАСНИЙ СТАН

Мета дослідження. Визначити та обґрунтувати етапи становлення й розвитку приватних музеїв Києва, формування та функціонування яких значною мірою залежить від середовища та потреб, яке його оточує. Методологія дослідження. Використано методи історичного, дедуктивного, мистецтвознавчого, порівняльного аналізу та синтезу. Наукова новизна. Після здобуття незалежності України, з’явилися сучасні приватні музеї в місті Києві, через які є можливість пізнавати культуру, виховувати патріотизм, відчувати дух народу. Однак, їх статус та функціонування є не достатньо висвітлений у науковій літературі. Встановлено, що сьогодення вимагає від музеїв, і, зокрема, приватних музеїв Києва, формування нового підходу до своєї роботи: інтерактивних експозицій, активної співпраці з мас-медіа, громадськими організаціями, різними фундаціями, сучасної рекламної діяльності, активного впровадження в систему Інтернет інформації про діяльність музеїв, їх збірок, окремих музейних пам’яток, що мають національне, європейське, світове значення. Висновки. Розкрито роль приватних музеїв міста Києва у формоутворенні музейного простору, що є важливим елементом збереження й дослідження мистецтва. Запропоновано для покращення розвитку приватних музеїв Києва розвивати інноваційний напрямок (музейний маркетинг, музейний менеджмент, фандрайзинг, PR-технології, застосування новітніх технологій, проект як специфічна форма діяльності музею). Покращувати міжнародну співпрацю (створення інтернаціональних цифрових ресурсів, багатомовний інформаційний супровід експозицій, підвищення кваліфікації працівників музею, туризм). Удосконалювати інформаційно-технологічний напрямок (реклама, фотофіксація, електронна база музею, мережа Internet, видавництво, відеоекскурсії, аудіогід, телебачення, радіо, інформаційні засоби для людей з інвалідністю тощо). Це все дозволить приватним музеям Києва забезпечити можливість безперешкодного доступу населення до надбань вітчизняної й світової культури.

Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field

This paper investigates the contribution of marketing research to cultural heritage conservation and sustainability, based on the assumption that the comprehension of the meaning of cultural heritage by new and extended audiences is a prerequisite for the future survival of tangible and intangible heritage. After discussing steps and achievements in the scientific debate on museum marketing, current gaps and possible further developments are considered. Since the early 1980s, marketing research has investigated visitors’ profiles, motivations, and behaviors, and has progressively focused on improving the experience of cultural heritage, especially through the use of information and communication technologies (ICTs) in museums and heritage sites. A literature review suggests that scant attention has been paid to qualitative research that is aimed at investigating the knowledge and skills of visitors and non-visitors and their understanding of the value of cultural heritage. Moving from these results, and taking into account recent data about the attitudes and opinions of people in Europe on cultural heritage, the field research focuses on the perception and communication of local cultural heritage among young generations. The results of six focus groups conducted in 2016 with undergraduate and postgraduate students (University of Macerata, Italy) are analyzed. The research findings reveal a number of difficulties and limitations with regard to communicating and understanding the value of heritage. In order to better investigate these gaps, the outcomes of this preliminary study could be tested and put to cross-analysis using different methods. However, they do provide useful evidence for understanding the link between audience development and cultural heritage sustainability.