engleski

Should museums and art galleries be just “for arts’ sake” or should they suit the needs of tourists?

The museums and art galleries market is heterogeneous with many and varied visitors, who are differently motivated and have different expectations. The purpose of the paper was to respond to the question „What museums and art galleries really are in the opinion of tourists and how they sell art to the tourists“, such and „What museums and art galleries should be and how they should sell art to the tourists?“. For the purpose of this paper we have explored the perception of 300 tourists who have visited Dubrovnik in September, October and November in 2012. According to the results of the research it is visible that museums and art galleries often do not fit tourists needs and expectations applying object based approach instead selling art applying customers based approach The challenge for curators is to rewrite the agendas for museums and art galleries, so that collections can begin to serve the needs of tourists and to fulfill their expectations.

museums; galleries; art; selling; Dubrovnik

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