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Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 4.3 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Museums play a key role in society, they present tangible and intangible heritage,
embrace cultural trends and educate multitudes worldwide. Museums impact the
economy contributing with jobs creation, investments flow and increasing the Gross
Domestic Product. The purpose of this study is to investigate how museums attract a
wider audience in an ever-changing world. A questionnaire and semi-structured
interviews were applied in two organizations in Portugal and in the United Kingdom to
verify the strategies used by these organizations to be active and attractive to different
types of audience. The findings definitely answer the question in the museum strategic
management field, as museums strategically work focused on the public, adopting
different strategies to acquire more visitors. Further studies may be developed to
investigate museums communications strategies and museum’s indirect influence in the
economy.
Descrição
Palavras-chave
Strategic marketing Audience attraction Public focused Portugal United Kingdom