博物馆的社会营销:介绍艺术和文化部门的社会营销

IF 1.3 Q3 BUSINESS
F. Gonsales
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引用次数: 2

摘要

本文旨在介绍社会营销(SM)作为克服文化参与度低的工具,这是艺术和文化部门的一个问题,在疫情后的情况下恶化了。本研究采用多学科文献综述(SM、博物馆营销、博物馆学和文化政策),从宏观层面(现行文化政策和文化参与的前因、障碍和后果)和微观层面(21世纪博物馆面临的挑战和营销作为一种管理工具)来解决博物馆和其他文化遗产机构的问题。研究发现:下游、中游和上游方法可用于设计和实施SM干预措施,以解决博物馆文化参与度低的问题。这三种方法应整体考虑,其协同效应和递归效应。研究局限/启示由于其介绍性和概念性,本研究提供了一个全面的干预框架,作为未来理论和实证研究的平台。进一步的调查可能会扩展每种方法的特殊性(下,中,上),并将框架扩展到博物馆以外的其他非营利文化机构,如图书馆和档案馆,文化遗产遗址和剧院,音乐和舞蹈公司。本文提出了一个整合下游、中游和上游三种相互依存方法的综合SM干预框架。本文为SM在艺术和文化领域的整体应用提供了一个起点。它还鼓励研究人员、文化政策制定者和文化遗产专业人员调查、设计和实施SM项目,以更好地理解、扩大和多样化受众,并加强文化行为者和活动的合法性和相关性,将其转变为包容、无障碍和可持续的机构。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social marketing for museums: an introduction to social marketing for the arts and culture sector
Purpose The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument). Findings The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects. Research limitations/implications Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies. Practical implications The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream). Originality/value The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.
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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
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