Strategic management for visitor-oriented museums

Eva M. Reussner

54 citations0/0 files storedInternational Journal of Cultural Policy

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Museums and Cultural Heritage Cultural Heritage Management and Preservation Libraries and Information Services

Abstract

: Strategic management is a familiar concept in for-profit organisations but is relatively new to museums. This paper presents and discusses a model of strategic management for visitor-oriented museums that aims to be more comprehensive than current approaches. It shows how museums can overcome the tension between the strategic demand to develop visitor-oriented museum services and the duties and social mandate of museums as public institutions that are defined by cultural policy—enabling access to cultural heritage, promoting broad cultural participation and providing informal education. Visitor-oriented strategic museum management is concerned with attracting a variety of visitors as well as the development of museum services that are appropriate to diverse museum audiences. The model presented here emphasises the comprehensive strategic management concept. Audience research and evaluation are shown to be valuable analytic and revision tools for strategic management in visitor-oriented museums.

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References

2000Learning from Museums: Visitor Experiences and the Making of Meaning 2016The Museum Experience 2000Can Museums be All Things to All People?: Missions, Goals, and Marketing's Role 1998Museums as Agents of Social Inclusion 1996Museums and their Visitors 1994The Educational Role of the Museum 1995Public institutions for personal learning : establishing a research agenda 1998Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources

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2016Co-production of service experiences: insights from the cultural sector 2016More is better!Current issues and challenges for museum audience development: A literature review 2018Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field 2009The Concept of Arts/Cultural Management: A Critical Reflection 2019Stakeholders of Cultural Heritage as Responsible Institutional Tourism Product Management Agents 2020

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