Audit of Museum Marketing Communication in the Modern Management Context

Václav Kupec, Michal Lukáč, Peter Štarchoň and Gabriela Pajtinková Bartáková
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Václav Kupec: Faculty of Economic Studies, University of Finance and Administration in Prague, Estonská 500, 101 00 Prague, Czech Republic
Michal Lukáč: Faculty of Social Sciences, University of St. Cyril and Methodius in Trnava, Bučianska 4/A, 917 01 Trnava, Slovakia
Peter Štarchoň: Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia
Gabriela Pajtinková Bartáková: Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia

IJFS, 2020, vol. 8, issue 3, 1-13

Abstract: Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).

Keywords: audit; communication; management; marketing; museum; risk; G32; M31; M42 (search for similar items in EconPapers)
JEL-codes: F2 F3 F41 F42 G1 G2 G3 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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