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1 2014

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A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities

100%

Komarac T.

Market - Tržište

2014

tom 26

nr 2

Museums are part of a wider cultural and entertainment environment, which is ruled by highly demanding visitors who seek immersive experiences (edutainment) and time-saving arrangement. This has encouraged and, in some opinions, forced museums to turn their focus from collections to visitors. In addition, museums have faced competition and new technologies in the form of virtual museums and virtual reality. This has emphasized the need to accept marketing as a survival tool and to make it into a link between museums and visitors. This article attempts to give current insights into museum marketing as part of the arts marketing field. Its aim is also to identify and explain some of the major challenges and opportunities facing everyday museum business, in order to provide insight into the complex world of museum marketing. Former findings about the development of museum marketing and its biggest changes and challenges are presented, summarized and analyzed.

Muzeji pripadaju širem kulturnom i zabavnom okruženju u kojem vladaju izrazito zahtjevni posjetitelji koji traže izuzetna iskustva (edukacije i zabave istovremeno) s uštedom vremena. To je potaknulo, a po nekim mišljenjima i prisililo muzeje da se usmjere od kolekcija prema posjetiteljima. Oni se isto tako susreću s konkurencijom i novim tehnologijama u obliku virtualnih muzeja i virtualne stvarnosti. To je dovelo do naglašavanja potrebe prihvaćanja marketinga kao sredstva za preživljavanje muzeja i poveznice između muzeja i posjetitelja. U članku se pokušava dati uvid u aktualno područje marketinga muzeja kao dijela marketinga u kulturi i umjetnosti. Isto tako, cilj je identificirati i objasniti glavne izazove i prilike s kojima se muzeji susreću u svakodnevnom poslovanju kako bi se dobio uvid u složen svijet marketinga muzeja. Predstavljena su, sažeta i analizirana dosadašnja saznanja o razvoju marketinga muzeja, njegovim promjenama i izazovima.