Audit of Museum Marketing Communication in the Modern Management Context

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F20%3A%230000643" target="_blank" >RIV/04274644:_____/20:#0000643 - isvavai.cz</a>

Result on the web

<a href="https://www.mdpi.com/2227-7072/8/3/39/htm" target="_blank" >https://www.mdpi.com/2227-7072/8/3/39/htm</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/ijfs8030039" target="_blank" >10.3390/ijfs8030039</a>

Result language

angličtina

Original language name

Audit of Museum Marketing Communication in the Modern Management Context

Original language description

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

International Journal of Financial Studies

ISSN

2227-7072

e-ISSN

—

Volume of the periodical

8

Issue of the periodical within the volume

3

Country of publishing house

CH - SWITZERLAND

Number of pages

14

Pages from-to

1-13

UT code for WoS article

000578195600001

EID of the result in the Scopus database

2-s2.0-85089572646