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Marketing Communication Strategy of the Museum of Salt-making Museum Situated in a Nature Park

Marketing Communication Strategy of the Museum of Salt-making Museum Situated in a Nature Park

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Published by armand.faganel9465
An increasing number of cultural museums are faced with cuts in governmental financing and a falling number of yearly visitors. A new concept of customers’ experience is needed to reverse the trend in visits per year. Customers need to be more involved into a museum’s service delivery, not only as spectators but as active producers of the service itself – a trend we call immersion. By making museums and other cultural objects interactive enhances consumers’ experience by adding fun to learning. Our research studies the Museum of Salt-Making marketing communication strategy and customer satisfaction through visitors’ survey and SWOT analysis. In introduction a brief historical report is given, followed by methodology description, analysis of the research. In conclusion chapter a strategy, based on research results is proposed.
Key words: Salt-pans, Salt-making, Cultural heritage, Marketing museum services, Marketing communication, Edutainment
An increasing number of cultural museums are faced with cuts in governmental financing and a falling number of yearly visitors. A new concept of customers’ experience is needed to reverse the trend in visits per year. Customers need to be more involved into a museum’s service delivery, not only as spectators but as active producers of the service itself – a trend we call immersion. By making museums and other cultural objects interactive enhances consumers’ experience by adding fun to learning. Our research studies the Museum of Salt-Making marketing communication strategy and customer satisfaction through visitors’ survey and SWOT analysis. In introduction a brief historical report is given, followed by methodology description, analysis of the research. In conclusion chapter a strategy, based on research results is proposed.
Key words: Salt-pans, Salt-making, Cultural heritage, Marketing museum services, Marketing communication, Edutainment

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Published by: armand.faganel9465 on Mar 31, 2009
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05/10/2014

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 494
MARKETING COMMUNICATION STRATEGY OF THEMUSEUM OF SALT-MAKING SITUATED IN A NATUREPARK 
Mag. Armand Faganel
University of Primorska/Faculty of Management Koper 6104 Koper, Cankarjeva 5Phone: ++ 386 5610 2044Fax: ++ 386 5610 2015E-mail:armand.faganel@fm-kp.si 
Mag. Danijel Bratina
University of Primorska/Faculty of Management Koper 6104 Koper, Cankarjeva 5Phone: ++ 386 5610 2044Fax: ++ 386 5610 2015E-mail:danijel.bratina@fm-kp.si 
 Scientific paper 
ABSTRACT
An increasing number of cultural museums are faced with cuts in governmental financingand a falling number of yearly visitors. A new concept of customers’ experience is needed toreverse the trend in visits per year. Customers need to be more involved into a museum’sservice delivery, not only as spectators but as active producers of the service itself – a trendwe call immersion. By making museums and other cultural objects interactive enhancesconsumers’ experience by adding fun to learning. Our research studies the Museum of Salt-Making marketing communication strategy and customer satisfaction through visitors’ surveyand SWOT analysis. In introduction a brief historical report is given, followed bymethodology description, analysis of the research. In conclusion chapter a strategy, based onresearch results is proposed.
Key words:
salt-pans, salt-making, cultural heritage, marketing museum services, marketingcommunication, edutainment
STRATEGIJA MARKETING KOMUNIKACIJE MUZEJAPROIZVODNJE SOLI SMJEŠTENOG U PARKU PRIRODE
 Znanstveni rad 
SAŽETAK 
Sve veći broj kulturnih muzeja suočeno je sa smanjenjem državnog financiranja tesmanjenjem godišnjeg broja posjetitelja. Potreban je novi koncept o doživljaju potrošača,ukoliko se želi doći do obrnutog trenda u broju posjeta na godinu. Potrošači bi trebali biti više
 
 495uključeni u uslugu koju muzej nudi, i to ne samo kao promatrači, već kao aktivni sudionici ustvaranju same usluge – trend koje mi nazivamo uronjavanje. Ta interaktivnost u muzejima idrugim kulturnim objektima obogaćuje doživljaj potrošača, tako što učenje čini zabavnim. Naše istraživanje analizira strategiju marketing komunikacije Muzeja proizvodnje soli izadovoljstvo potrošača putem ankete posjetitelja i SWOT analizom. U uvodu dajemo kratki povijesni pregled, nakon kojeg slijedi opis metodologije te analiza istraživanja. U zaključnomdijelu predlažemo strategiju temeljenu na rezultatima istraživanja.
Ključne riječi:
solana, proizvodnja soli, kulturno nasljeñe, marketing usluga muzeja,marketing komunikacije, učenje kroz zabavu (
 Edutainment 
)
 
 496
INTRODUCTION
 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
st
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.
1
  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.
2
 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.
3
 
1
Sergej Mašera Maritime Museum (2004), “The Museum of Salt-Making”, (accessed August 2, 2007), [available at: http://www2.arnes.si/~kppomm/frames/english/english.htm].
2
Bradburne, J. (2001), “A new strategic approach to the museum and its relationship to the society”,
Management and Curatorship,
19 (1), 75-84.
3
Roper, K.O., Beard J.L. (2005), Strategic Facility Planning for Museums,
Museum Management and Curatorship
, 19 (1), 57-68.

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