This paper deals with the activities of the Museum of Salt-Making - a branch of the SergejMašera Marine Museum Piran located at the formerly used Sečovlje salt-pans and themarketing of museum services. The main accent is on the interpretation of market researchregarding the consumers of museum services, and on the appropriate marketing strategy.We combined the theory and practice of museum services marketing, including ananalysis of the results of the research, made between museum visitors regarding the museum's position and offer of services, and a presentation of the environment in which the museumservices are provided. The information obtained serves as basis for drawing up a strategy for the development and performance of museum services, aimed at a qualitative and quantitativesatisfaction of the museum visitors' needs.The museum complex encloses three restored salt-pan houses, their salt pools and theGiassi channel as the main supply of seawater. One of the restored houses comprises acollection dealing with the old salt-making in general, while the other contains a saltrepository and contemporarily furnished rooms and kitchen that can be used during summer months by people working in salt pools and occasionally, by individuals or groups involved inresearch and pedagogical work. In the third house a naturalistic centre is supposed to be setup, with emphasis on the pans' ornithology and on the salt-pans as a Ramsar protected site.The salt-makers' dwelling is comprised of three buildings: a two-storied house, where thefamily lived on the 1
floor and stored the salt on the ground floor, and a reconstructed bakery, the curiosity of the Sečovlje salt-works. The buildings and the salt-pans were restored by the Inter-Communal Office for the Preservation of the Natural and Cultural Heritage,which has its seat in Piran. The collection exhibited in the Museum of Salt-Making wascreated by the Sergeja Mašera Maritime Museum of Piran. The museum works were finishedin the spring of 1991.In the restored salt-pans a group of salt-workers use traditional methods and tools. Asystematic scheme of how salt-pans function can be seen on the ground floor of the Museum.Any of the salt-workers in the salt-pans of the museum will gladly explain the traditionalmethod of work. The rich cultural testimony has placed the Sečovlje and Strunjan salt-pans tothe level of ethnological, technical, historical and landscape heritage of exceptionalimportance at the national scale. Since 1990, both complexes have been protected bymunicipal decrees within two landscape parks as their most important entities. In 2001, thearea of Giassi channel and Cavana 131 at the Sečovlje salt-pans was proclaimed a culturalmonument of national concern.
Non-profit museums have a unique set of different affairs to approach when thinkingabout their strategic possibilities. They have been confronted with several related phenomenaduring the past years: decrease of government financing, a relatively low engagement of visitors within the museum setting, and a falling number of repeat visitors.
Perhaps the most persistent obstacle in changing the strategy direction is the expectationthat the facility is a static repository of viewing spaces that is open during regular businesshours. Customers expect innovation and creativity, and changing business models can befound globally to compare and provide museums with innovation.
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[available at: http://www2.arnes.si/~kppomm/frames/english/english.htm].
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