Cultural events as a method for creating a new future for museums

Jaremen, Daria E.; Rapacz, Andrzej

doi:10.18778/0867-5856.28.1.11

Cited by 4 publications

(4 citation statements)

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“…Citizens' interest in the Night of Museums event is a defining constant in Europe generally [1,21,38,39,41], as well as in Romania specifically [40], a fact well-highlighted by the increasing scale of the event at both the geographic and organizational level. Curiosity, free cost, the need for culturalization and the desire to spend free time in the most pleasant way are just a few of the reasons that lead citizens to leave the house and direct their attention to this event once a year.…”

Section: Discussionmentioning

confidence: 99%

“…Numerous studies have highlighted the increase in the number of tourists following the organization of the Night of Museums event in Eastern European countries, including Croatia [39], Serbia [1], Romania [40] and Poland [41]. However, considering the spatial extent of the Night of Museums event (i.e., throughout all of Europe), it is quite difficult to highlight its role in attracting tourists to a specific tourist destination.…”

Section: Introductionmentioning

confidence: 99%

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The Relationship between Motivation and the Role of the Night of the Museums Event: Case Study in Oradea Municipality, Romania

et al. 2023

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Cultural events are relevant attractions in contemporary cities that can be understood as celebrations, but also as agents of urban change. The primary objective of this study is to identify emerging themes in the area of cultural events, especially the Night of Museums, and to highlight the relationships among museums as places of learning and aesthetic satisfaction. To reach this goal, an exploratory and descriptive study was conducted. Multinomial logistic regression (MLR) and Regression Analysis were further performed. The results show that physical environment and situational interactions play a decisive role in contextual perception of the importance of events. Curiosity, gratuity, the need to learn and spending free time in the most pleasant way are just a few reasons that lead citizens to direct their attention in a special way. Additionally, this study not only limited to cultural tourism, but also contributes to literature in the area of economy, sustainability and environment. Moreover, our findings have implications for policy makers to identify practices and education that can improve the understanding of cultural and social value.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Relationship between Motivation and the Role of the Night of the Museums Event: Case Study in Oradea Municipality, Romania

et al. 2023

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“…One of the most popular special events organised in nocturnal context is "The Night of Museums". Several previous studies provide some evidence that this special event contributes to the higher museum visitation in Eastern European countries: in Croatia (Noć muzeja, 2018; Mavrin and Glavaš, 2014), Serbia (Bjeljac et al, 2011), Romania (Dumbrăveanu et al, 2014), and Poland (Jaremen and Rapacz, 2018).…”

Section: Introductionmentioning

confidence: 93%

The Role of Special Event in Attracting Museum Visitors and Popularizing Museums

Komarac¹,

Došen²,

Bulatović³

2019

Tourism in Southern and Eastern Europe

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Purpose -This paper aims to address and analyze the role which special event (more specifically "The Night of Museums") has in promoting and increasing museum visitation, and consequently in changing attitude towards museums among visitors. This is especially challenging in Eastern European Countries (like Croatia) where the majority of population "avoids" museums. Only 35% of Croatian citizens visited museums (in 2017), which is below EU 28 average of 50%. Some reasons are related to the rise of popularity of different forms of entertainment in cultural and creative industries, but also with ignoring market needs. Domestic visitors represent a potentially important market for the first-time and repeat visitations, which need to be explored. A special event can be crucial in promoting museums and creating positive change in a society by changing attitudes towards museums as a part of tourism and destination offer. Methodology -The paper uses qualitative methodology, with the aim of obtaining insights into role of special events ("The Night of Museums") for popularizing museums. In-depth interviews with five museum professionals responsible for organizing "The Night of Museums" events were conducted. To gain additional insights into the research problem, web and social media mentions of two official hashtags (#nocmuzeja and #nocmuzeja2019) were tracked in a period of about one month. Findings -Results of the in-depth interviews show that organizing "The Night of Museums" event is often a very challenging task because of security issues, museums' physical limitations and lack of expert personnel. Managers also worry about how hundreds or even thousands of visitors can easily "consume" museum experience. If appropriately organized, a special event can help museums to reach better their domestic audience, because it contributes to higher visibility of museums and their popularity. Majority of museums offers additional programs for "The Night of Museums" event. Additionally, the results of the analysis of web and social media mentions show an increase mentioning of "The Night of Museums" event during the days around the event. Surprisingly, results show that the most important channel for "The Night of Museums" event is predominantly -Instagram. Contribution -To our knowledge, this paper is the first that analyses the role of the special event ("The Night of Museums") from the perspective of museum professionals. It demonstrates the importance of the event in popularization of museum visitation in the frame of the tourism activities of domestic visitors, which might be practiced throughout the year, regardless of the tourist season. Also, we prove that special events like "The Night of Museums" can be a powerful tool in creating positive change in society, by changing habits of museum visitation.

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“…Museum-related events are a powerful part of museum strategy and exert significant impact on visitor behaviours (Camarero and Garrido, 2011; Jaremen and Rapacz, 2018). Events organised inside museums are studied more often (Barron and Leask, 2017; Choi et al , 2020), whilst joint events by museums (inter-museum events) including major city events have not enticed researchers' attention (Evans, 2012) and mainly focused on the demographic profile of visitors (Bjeljac et al , 2011), audience development (Mavrin and Glavaš, 2014) and visitors’ experiences (Germain, 2016).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of new affective components on museum visitor retention: the context of major city event using SEM and CTree

Gorgadze

Sinitsyna

Trabskaya

et al. 2021

IJEFM

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PurposeThe main purpose of this study is to examine the relationship between ranges of affective components that have an impact on the revisit intention of museum visitors, in the context of a major city event. The study reveals the most significant factors that affect decision-making by applying the findings to a structural equation modelling (SEM) and conditional inference tree (CTree).Design/methodology/approachThe paper utilises face-to-face survey research at the “Long Night of Museums” event in Saint Petersburg, 298 questionnaires were completed on the night of the event. The empirical part of the research is based on the SEM and interpreted by using the CTree. The SEM model measures the direct and indirect influence of the cognitive and affective components; the CTree enables the testing of both component and the joint effect they both produce.FindingsThis study shows a strong indirect correlation between the cognitive component of the major city event and the revisit intention of museum visitors. When focussing on affective components, both the SEM and the CTree demonstrated that attractiveness and atmosphere are revealed to be the most impactful elements regarding visitor retention and repeat custom. The research allows for a deeper understanding of visitor behaviours, intentions and their decision-making processes.Practical implicationsThe results of the study allow museum managers to understand how to create repeat custom amongst visitors, by appreciating the importance of participation in major city events and the role that attraction and atmosphere play when creating intention for repeat visit. The research has uncovered which dimensions are the most important to visitors, and as a result, these particular dimensions should be thoroughly developed by museums in future in order to attract and repeat visits. This study has demonstrated the practical implications for museums participating in city events. When considering policy makers, this particular research provides an opportunity to develop recommendations for future city events, as well as using the CTree to assess and predict the effectiveness of visitor behaviour.Originality/valueThis is an original study which aims to integrate the impact of the perceived value of the cognitive component and a new range of affective elements regarding museum retention in the context of a major city event. The study includes newly developed dimensions of perceived value, as well as a unique focus on affective dimensions such as – atmosphere and attraction. Another point of originality is provided by using a CTree, which captures an in depth understanding of the intention formation process. This study provides an opportunity to advance our understanding of visitor decision-making processes.

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Cultural events as a method for creating a new future for museums

Cited by 4 publications

References 0 publications

The Relationship between Motivation and the Role of the Night of the Museums Event: Case Study in Oradea Municipality, Romania

The Relationship between Motivation and the Role of the Night of the Museums Event: Case Study in Oradea Municipality, Romania

The Role of Special Event in Attracting Museum Visitors and Popularizing Museums

The impact of new affective components on museum visitor retention: the context of major city event using SEM and CTree

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