Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.8/3827 |
Resumo: | 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. |
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Strategic marketing on museum audience attraction – a comparative study between Portugal and the UKStrategic marketingAudience attractionPublic focusedPortugalUnited KingdomDomínio/Área Científica::Ciências Sociais::Economia e GestãoMuseums 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.Rodrigues, Susana Cristina Serrano FernandesIC-OnlineAlbuquerque, Tiago Pereira de2019-02-08T14:37:21Z2018-10-312018-10-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.8/3827TID:202167526enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-17T15:48:01Zoai:iconline.ipleiria.pt:10400.8/3827Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:47:51.296115Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
title |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
spellingShingle |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK Albuquerque, Tiago Pereira de Strategic marketing Audience attraction Public focused Portugal United Kingdom Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
title_full |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
title_fullStr |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
title_full_unstemmed |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
title_sort |
Strategic marketing on museum audience attraction – a comparative study between Portugal and the UK |
author |
Albuquerque, Tiago Pereira de |
author_facet |
Albuquerque, Tiago Pereira de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rodrigues, Susana Cristina Serrano Fernandes IC-Online |
dc.contributor.author.fl_str_mv |
Albuquerque, Tiago Pereira de |
dc.subject.por.fl_str_mv |
Strategic marketing Audience attraction Public focused Portugal United Kingdom Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Strategic marketing Audience attraction Public focused Portugal United Kingdom Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
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. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-10-31 2018-10-31T00:00:00Z 2019-02-08T14:37:21Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.8/3827 TID:202167526 |
url |
http://hdl.handle.net/10400.8/3827 |
identifier_str_mv |
TID:202167526 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799136972170592256 |