engleski

The Role of the Museum Shop: Eliciting the Opinions of Museum Professionals

Since museums offer an authentic experience, they are gaining in popularity. Due to numerous changes in the museum environment, research interest in museum marketing has grown significantly. The museum shop as a business activity has become important both for developing the visitor experience and for the sustainability of museums. The goals of this exploratory study conducted in Croatian museums are to elicit the opinions of museum professionals about museum shops and to analyze and discuss the ways in which these professionals perceive the role of the museum shop as part of a museum’s overall service. The results provide important insights into museum shops as a neglected area of museum marketing.

Museum shops ; services ; museum professionals ; marketing management

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