Marketing of cultural institutions in French‐speaking Switzerland

Abstract

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.

Τοπική Ανάπτυξη Στα Χανιά Μέσω Της Δημιουργικής Οικονομίας

“…294 Για την αρχή της διασύνδεσης των αναγκών του κοινού με τα όσα επιθυμούν να παρουσιάσουν οι πολιτιστικοί διαχειριστές αναφέρονται οι Hill et al (2003), Hooper-Greenhill (2005), Courvoisier & Courvoisier (2007. Και επισημαίνουν ότι δεν είναι καλή ιδέα να μην εισακούονται οι ανάγκες και η οπτική των ανθρώπων, αλλά η δημιουργία (π.χ.)…”