Understanding competition and service offer in museum marketing

Komarac, Tanja; Došen, Đurđana Ozretić; Škare, Vatroslav

doi:10.1108/arla-07-2015-0159

Cited by 30 publications

(23 citation statements)

References 41 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Research on museum professionals' opinions in Croatia has discovered that museums are predominantly "old-fashioned" and tend to ignore competition (Komarac et al 2017). Also, a lack of service orientation was discovered, which signals to the deficiency of museumsꞌ marketing orientation.…”

Section: The History Of "The Night Of Museums" In Croatiamentioning

confidence: 99%

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

Komarac¹,

Došen²,

Bulatović³

2019

Tourism in Southern and Eastern Europe

Self Cite

View full text Add to dashboard Cite

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.

show abstract

Section: The History Of "The Night Of Museums" In Croatiamentioning

confidence: 99%

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

Komarac¹,

Došen²,

Bulatović³

2019

Tourism in Southern and Eastern Europe

Self Cite

View full text Add to dashboard Cite

show abstract

“…Due to some skepticism still present among museum professionals [21], it should be emphasized that a gap between theory and practice persists [22]. However, if current trends in museum studies are examined, a widely shared visitor-oriented and visitor-centered approach emerges [23][24][25].…”

Section: Emerging Trends In Museum Marketing Researchmentioning

confidence: 99%

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

Cerquetti

Ferrara

2018

Sustainability

View full text Add to dashboard Cite

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.

show abstract

“…This new musology creates learning visits that are focused on visitor experience than the object on display (Solis 2012): an encounter with a past that is 'brought to life' through 'events,' advertising and performance, simultaneously eliciting criticisms that museums suffer from 'Disneyfication' or are reduced to 'edutainment'. An epithet suggesting that loss of deeper learning potential inherent in more traditional tactics (Balanzategui and Ndalianis 2018;Dewhurst 2018;Jackson and Kidd 2012;Komarac et al 2017;McPherson 2006).…”

Section: Introductionmentioning

confidence: 99%

“…An epithet suggesting that loss of deeper learning potential inherent in more traditional tactics (Balanzategui and Ndalianis ; Dewhurst ; Jackson and Kidd ; Komarac et al. ; McPherson ).…”

Section: Introductionmentioning

confidence: 99%

Co‐Creating, Co‐producing and Connecting: Museum Practice Today

Barnes¹,

McPherson²

2019

Curator The Museum Journal

View full text Add to dashboard Cite

We argue in this paper that museums have become hybrid spaces, where consumers look and challenge what they see; they form part of what they see; with some aspects of exhibitions now co‐created and co‐produced by the consumer (Kershaw et al. ,b; Solis ). This paper draws on an example from a group that we worked with using performance as a tool to engage a ‘hard to reach’ or ‘socially excluded’ groups. We conclude that by allowing audiences to co‐create and co‐produce exhibitions and performance; this can turn the museum rhetoric of community engagement into practice and create a space that is truly inclusive for the communities it serves. We demonstrate how the possibility of seeing museums as hybrid spaces, which can adapt, can be used for education and entertainment, and how that has in turn led to the transformation of people's lives in a previously socially excluded community.

show abstract

Understanding competition and service offer in museum marketing

Cited by 30 publications

References 41 publications

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

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

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

Co‐Creating, Co‐producing and Connecting: Museum Practice Today

Contact Info

Product

Resources

About