Résumé La communication et le marketing des institutions culturelles constituent des domaines encore peu explorés en Suisse romande. L’objectif général de la recherche menée est d’explorer les aspects de la perception qualitative, par les « clients-visiteurs », de la communication des institutions culturelles du domaine visuel en Suisse romande et les conséquences sur leur comportement et de comparer cette perception à celle des conservateurs ou directeurs.
Marketing in cultural institutions is a field that has rarely been studied in Frenchspeaking Switzerland so far. Therefore this paper explores the way in which visitors-clients appreciate qualitatively their contacts with cultural institutions concerned with the visual arts in comparison with the communication strategy of the curators and directors of museums. A survey has been conducted amongst 20 museums and over 200 visitors of Frenchspeaking Switzerland to evaluate the way visitors perceive the marketing of cultural institutions and behave accordingly or not. The paper concludes with recommendations to improve the knowledge of the visitors' background and expectations.
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