MUSEUM MARKETING AS A MEANS OF INCREASING THE SERVICE ATTRACTIVENESS AND RESOURCE PROVISION

Abstract

The concept of museum marketing encompasses a range of practices and decisions aimed at enhancing the appeal of the museum’s services, and ensuring a significant number of visitors. To achieve this effectively, museums must adopt the visitor’s perspective, analyze their needs, and tailor services accordingly.
To boost service appeal, museums must respond promptly and accurately to visitors’ inquiries. Consistency in implementing marketing policies is crucial, and their effectiveness should be assessed through both quantitative and qualitative measures.