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Museums as Theme Parks - A Possible Marketing Approach?

Management Dynamics in the Knowledge Economy

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Title Museums as Theme Parks - A Possible Marketing Approach?
 
Creator ZBUCHEA, Alexandra; National University of Political Studies and Public Administration
 
Description Museums compete increasingly more with very diverse entertainment providers, such as theme parks, despite the fact that their offer is mainly cultural. Museums have had to be more active and they have had to diversify their offer, in order to be more popular, therefore to better achieve their complex cultural missions. They should be more “market oriented” and aim to develop their programs according with their visitors’ needs and desires, as well as with the evolutions in the contemporary society.  One answer to this challenge would be the controversial theme parkisation of museums. The paper discusses in what extent the market approach of theme parks could be a viable marketing strategy for museums. It underlines several differences and similarities between the marketing approaches of museums and theme parks, in order to better understand how a museum could preserve its cultural functions, while obtaining economic success. Only the latter would allow it to better develop its cultural activity and thus to better serve its visitors and the community.
 
Publisher Faculty of Management, National University of Political Studies and Public Administration
 
Contributor —
 
Date 2015-09-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://www.managementdynamics.ro/index.php/journal/article/view/148
 
Source Management Dynamics in the Knowledge Economy; Vol 3, No 3 (2015): Issue 9; 483
2392-8042
2286-2668
 
Language eng
 
Relation http://www.managementdynamics.ro/index.php/journal/article/view/148/93
 
Rights Copyright (c) 2015 Management Dynamics in the Knowledge Economy
http://creativecommons.org/licenses/by-nc/4.0