چکیده:
Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions. Without understanding the philosophy, the meaning and nature museum cannot realize its importance in view of civilization. Today, Museums benefit from lots of different Marketing tactics in attracting visitors. Marketing is something used by someone who wants to influence the decision and behavior of another in order to reach its organizations' economic and social goals. Art Marketing is an integrated management process, which regards mutually satisfying exchange relationship with the customers as a means to achieve the organizational objectives. One of the effective solutions is the using of the cultural marketing in order to develop a museum. The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums. An analytical-descriptive methodology has been applied in this study. The questionnaire contains 35 items on a 5-point Likert scale. 300 questionnaires were distributed among visitors and museum officials in Tehran, Tabriz, Hamedan and Sanandaj were collected and analyzed. Cronbach’s alpha coefficient was used to ensure the reliability of the research tool. The questionnaire showed a very good reliability of 0.84 percent. The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective. In addition, suitable use of advertising has increased the amount of historical tourism and visiting museums rate.
خلاصه ماشینی:
MSc of Marketing Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran Abstract Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions.
The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums.
The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective.
The main research question however is whether application of cultural mixed marketing has an effect on increasing visits and usage of museums or not.
Pop and Broza (2014) believed that “Along with extending historical environment of a town, museums have the ability to achieve cultural consistency with the assist of social and economic variables but such aim is only applicable through systematic and purposive marketing because cultural marketing results in museums’ visiting increases that also comes with developments in tourism industry (Komark et al.
8. Conclusion In this research it has been tried to develop a plan for visiting rate increasing that with studying museums in terms of proper functions of cultural mixed marketing and its effect on museums’ visiting rate by field observations, library documents and statistical designs.
This reveals positive and significant relationship between sale’s promotion, cultural products, pricing strategies, and cultural mixed marketing dimensions and museums’ visiting increase.
The results also show that the most effective factors are sale’s promotion, cultural products and pricing strategies for museums’ visiting increase.