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@article{8443,
author = {Kupec, Václav and Lukáč, Michal and Štarchoň, Peter and Pajtinková Bartáková, Gabriela},
article_location = {Basel},
article_number = {3},
doi = {http://dx.doi.org/10.3390/ijfs8030039},
keywords = {audit; communication; management; marketing; museum; risk},
language = {eng},
issn = {2227-7072},
journal = {International Journal of Financial Studies},
title = {Audit of Museum Marketing Communication in the Modern Management Context},
url = {https://www.mdpi.com/2227-7072/8/3/39/htm},
volume = {8},
year = {2020}
}
TY - JOUR
ID - 8443
AU - Kupec, Václav - Lukáč, Michal - Štarchoň, Peter - Pajtinková Bartáková, Gabriela
PY - 2020
TI - Audit of Museum Marketing Communication in the Modern Management Context
JF - International Journal of Financial Studies
VL - 8
IS - 3
SP - 1-13
EP - 1-13
PB - MDPI
SN - 22277072
KW - audit
KW - communication
KW - management
KW - marketing
KW - museum
KW - risk
UR - https://www.mdpi.com/2227-7072/8/3/39/htm
L2 - https://www.mdpi.com/2227-7072/8/3/39/htm
N2 - 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).
ER -
KUPEC, Václav, Michal LUKÁČ, Peter ŠTARCHOŇ a Gabriela PAJTINKOVÁ BARTÁKOVÁ. Audit of Museum Marketing Communication in the Modern Management Context. \textit{International Journal of Financial Studies}. Basel: MDPI, roč.~8, č.~3, s.~1-13, 14 s. ISSN~2227-7072. doi:10.3390/ijfs8030039. 2020.
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