Quantifying factors influencing the interest in museums with the use of marketing mix modelling

IF 1.4 3区社会学 0 HUMANITIES, MULTIDISCIPLINARY

Museum Management and Curatorship Pub Date : 2022-10-13 DOI:10.1080/09647775.2022.2132991

Maciej Czerwiński

引用次数: 0

Abstract

This paper recommends the marketing mix modelling methodology for improving the marketing and exhibition activities at museums and art galleries as it can complement other currently used methods such as surveys or qualitative research. Focus is placed on the Zacheta - National Gallery of Art. Econometric modelling is used to quantify the impact of independent factors (e.g., weather, holidays, events and COVID-19 pandemic) on the popularity of the gallery. The impact of the media and individual exhibition types are analysed in relation to visitor interest. Recommendations for the planning of future activities are made.

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利用营销组合模型量化影响博物馆兴趣的因素

本文建议营销组合建模方法，以改善博物馆和艺术画廊的营销和展览活动，因为它可以补充其他目前使用的方法，如调查或定性研究。重点放在萨切塔国家美术馆。计量经济模型用于量化独立因素(例如，天气、假期、事件和COVID-19大流行)对画廊受欢迎程度的影响。分析传媒及个别展览类型对参观者兴趣的影响。为规划今后的活动提出了建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Museum Management and Curatorship HUMANITIES, MULTIDISCIPLINARY-

CiteScore

4.60

自引率

28.60%

发文量

期刊介绍： Museum Management and Curatorship (MMC) is a peer-reviewed, international journal for museum professionals, scholars, students, educators and consultants that examines current issues in depth, and provides up-to-date research, analysis and commentary on developments in museum practice. It is published quarterly and all submitted manuscripts will undergo double-blind review. The journal encourages a continuous reassessment of collections management, administration, archives, communications, conservation, diversity, ethics, globalization, governance, interpretation, leadership, management, purpose/mission, public service, new technology and social responsibility.