MULTIPLE MUSEUM CONSTRUCT MOTIVATORS- A MULTIVARIABLE ANALYSIS WITH REPERTORY GRID ANALYSIS (RGA) APPROACH

Abstract

This paper aims to present and highlight the importance of factors resulting from Repertory Grid Analysis (R.G.A.). Strategic planning management issues concerning the management of museum audience are studied. A short description of the R.G.A. and the corresponding literature is cited, and an empirical application of the aforementioned method in a sample of 128 university students, takes place. The application of RGA produced 1345 interpretation models (constructs) which were coded and analyzed with three multivariable statistical techniques. The paper clearly demonstrates the importance of the analysis of constructs in relation to the management (local authorities or private institutions) suggestions that concern the museums of a specific area. Also, it contributes to the evolution of a new research area for the Destination Marketing Management with emphasis on Place design practices and development. Cultural offers and special managerial suggestions about particular groups of museums (strategic museum groups), are also discussed.

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