IDEAS home Printed from https://ideas.repec.org/a/gam/jijfss/v8y2020i3p39-d379829.html
   My bibliography  Save this article

Audit of Museum Marketing Communication in the Modern Management Context

Author

Listed:
  • Václav Kupec

    (Faculty of Economic Studies, University of Finance and Administration in Prague, Estonská 500, 101 00 Prague, Czech Republic)

  • Michal Lukáč

    (Faculty of Social Sciences, University of St. Cyril and Methodius in Trnava, Bučianska 4/A, 917 01 Trnava, Slovakia)

  • Peter Štarchoň

    (Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia)

  • Gabriela Pajtinková Bartáková

    (Faculty of Management, Comenius University in Bratislava, Odbojárov 10, 820 05 Bratislava, Slovakia)

Abstract

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).

Suggested Citation

  • Václav Kupec & Michal Lukáč & Peter Štarchoň & Gabriela Pajtinková Bartáková, 2020. "Audit of Museum Marketing Communication in the Modern Management Context," IJFS, MDPI, vol. 8(3), pages 1-13, July.
    • Handle: RePEc:gam:jijfss:v:8:y:2020:i:3:p:39-:d:379829
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2227-7072/8/3/39/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2227-7072/8/3/39/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    2. Alexandra ZBUCHEA, 2015. "Museums as Theme Parks - A Possible Marketing Approach?," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 3(3), pages 483-507, September.
    3. Vaclav Kupec, 2017. "Digital Possibilities of Internal Audit," ACTA VSFS, University of Finance and Administration, vol. 11(1), pages 28-44.
    4. Andersen, Torben Juul & Garvey, Maxine & Roggi, Oliviero, 2014. "Managing Risk and Opportunity: The Governance of Strategic Risk-Taking," OUP Catalogue, Oxford University Press, number 9780199687855.
    5. Pei-Hsuan Tsai & Chin-Tsai Lin, 2018. "How Should National Museums Create Competitive Advantage Following Changes in the Global Economic Environment?," Sustainability, MDPI, vol. 10(10), pages 1-20, October.
    6. Dominique Bourgeon, 2000. "Evaluating Consumer Behaviour in the Field of Arts and Culture Marketing," Post-Print halshs-00495052, HAL.
    7. Ferreira de Araújo Lima, Priscila & Crema, Maria & Verbano, Chiara, 2020. "Risk management in SMEs: A systematic literature review and future directions," European Management Journal, Elsevier, vol. 38(1), pages 78-94.
    8. Rėklaitis Kęstutis & Pilelienė Lina, 2019. "Principle Differences between B2B and B2C Marketing Communication Processes," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 73-86, June.
    9. M. E. Agwu & H. N. Onwuegbuzie, 2018. "Effects of international marketing environments on entrepreneurship development," Journal of Innovation and Entrepreneurship, Springer, vol. 7(1), pages 1-14, December.
    10. Vaclav Kupec, 2018. "Risk Audit of Marketing Communication," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 125-132.
    11. Brant E. Christensen & Stevanie S. Neuman & Sarah C. Rice, 2019. "The Loss of Information Associated with Binary Audit Reports: Evidence from Auditors' Internal Control and Going Concern Opinions," Contemporary Accounting Research, John Wiley & Sons, vol. 36(3), pages 1461-1500, September.
    12. Kiriaki M. Keramitsoglou & Katja Lozar Manfreda & Charalampia Anastasiou & Knut Kalgraff Skjak & Konstantinos P. Tsagarakis, 2018. "Mode comparison study on willingness to buy and willingness to pay for organic foods: paper-and-pencil versus computerized questionnaire," Electronic Commerce Research, Springer, vol. 18(3), pages 587-603, September.
    13. Mara Cerquetti & Concetta Ferrara, 2018. "Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field," Sustainability, MDPI, vol. 10(3), pages 1-16, March.
    14. Alina BARBU & Alexandru ISAIC-MANIU, 2011. "Data Collection In Romanian Market Research: A Comparison Between Prices Of Papi, Cati And Cawi," Management & Marketing, Economic Publishing House, vol. 6(3), Autumn.
    15. Cezar FURTUNA & Adela CIUCIOI, 2019. "Internal Audit in the Era of Continuous Transformation. Survey of Internal Auditors in Romania," The Audit Financiar journal, Chamber of Financial Auditors of Romania, vol. 17(155), pages 452-452.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zdenko Stacho & Katarina Stachova & Michal Lukac & Vaclav Kupec & Nadezda Petru, 2023. "Management Reflections on Innovations in Digitalization, with an Emphasis on Degree of Work Autonomy," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 26(1), pages 78-93, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Václav Kupec & Michal Lukáč & Přemysl Písař & Katarína Gubíniová, 2020. "Increasing Personnel Competencies in Museums with the Use of Auditing and Controlling," Sustainability, MDPI, vol. 12(24), pages 1-16, December.
    2. Václav Kupec & Přemysl Písař & Michal Lukáč & Gabriela Pajtinková Bartáková, 2021. "Conceptual Comparison of Internal Audit and Internal Control in the Marketing Environment," Sustainability, MDPI, vol. 13(12), pages 1-18, June.
    3. Izabela Luiza Pop & Anca Borza & Anuța Buiga & Diana Ighian & Rita Toader, 2019. "Achieving Cultural Sustainability in Museums: A Step Toward Sustainable Development," Sustainability, MDPI, vol. 11(4), pages 1-22, February.
    4. Alberto Cerezo-Narváez & Andrés Pastor-Fernández & Manuel Otero-Mateo & Pablo Ballesteros-Pérez, 2022. "The Influence of Knowledge on Managing Risk for the Success in Complex Construction Projects: The IPMA Approach," Sustainability, MDPI, vol. 14(15), pages 1-30, August.
    5. Oleksiuk Adam & Pleśniak Agnieszka, 2022. "Environment Characteristics and Internationalization of SMEs: Insights from a Polish and Finnish Sample," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 175-194, September.
    6. Izzo, Filomena & Camminatiello, Ida & Sasso, Pasquale & Solima, Ludovico & Lombardo, Rosaria, 2023. "Creating customer, museum and social value through digital technologies: Evidence from the MANN Assiri project," Socio-Economic Planning Sciences, Elsevier, vol. 85(C).
    7. Kalieva О.М. & Karelin N.V., 2019. "Marketing Management in Urban Passenger Transportation Innovations," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 2), pages 211-220.
    8. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    9. David Mares & Nadazda Petra, 2018. "Stabilization Factors of Family Enterprises in the Context of Macroeconomic Performance," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 206-220.
    10. Pei-Hsuan Tsai & Chih-Jou Chen & Ho-Chin Yang, 2021. "Using Porter’s Diamond Model to Assess the Competitiveness of Taiwan’s Solar Photovoltaic Industry," SAGE Open, , vol. 11(1), pages 21582440209, January.
    11. Dr Jason Mwanza & Nothando Tshuma, 2023. "Mitigating Business Risk in Manufacturing SMEs: A nexus between informal and formal business risk management: A case of Bulawayo, Zimbabwe," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(1), pages 1107-1138, January.
    12. Patrick Velte, 2023. "The link between corporate governance and corporate financial misconduct. A review of archival studies and implications for future research," Management Review Quarterly, Springer, vol. 73(1), pages 353-411, February.
    13. Mariana Borcoman & Daniela Sorea, 2023. "Ethnic Soups from Rupea Area (Romania) as Resources for Sustainable Local Development," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    14. Edward I. Altman & Marco Balzano & Alessandro Giannozzi & Stjepan Srhoj, 2023. "Revisiting SME default predictors: The Omega Score," Journal of Small Business Management, Taylor & Francis Journals, vol. 61(6), pages 2383-2417, November.
    15. Zhenzhen Qin & Yao Song & Yao Tian, 2019. "The Impact of Product Design with Traditional Cultural Properties (TCPs) on Consumer Behavior Through Cultural Perceptions: Evidence from the Young Chinese Generation," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    16. Eduart Villanueva & María Antonia Nuñez & Izaias Martins, 2022. "Impact Of Risk Governance, Associated Practices and Tools on Enterprise Risk Management: Some Evidence from Colombia," Revista Finanzas y Politica Economica, Universidad Católica de Colombia, vol. 14(1), pages 187-206, January.
    17. Federica Codignola & Paolo Mariani, 2022. "Investigating preferences in art collecting: the case of the François Pinault Collection," Italian Journal of Marketing, Springer, vol. 2022(1), pages 107-133, March.
    18. Pei-Hsuan Tsai & Chih-Jou Chen & Jia-Wei Tang, 2021. "Key Factors Influencing Talent Retention and Turnover in Convenience Stores: A Comparison of Managers’ and Employees’ Perspectives," SAGE Open, , vol. 11(4), pages 21582440211, December.
    19. Marques da Silva António José, 2021. "In Quest of a New AR Technology Application to Enhance the Sustainability of Cultural Tourism: The Olive Heritage in Madeira Through the Looking Glass of a ‘Sandbox’ Approach," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 11(1), pages 66-76, December.
    20. Mihaela Tofan & Ionel Bostan, 2022. "Some Implications of the Development of E-Commerce on EU Tax Regulations," Laws, MDPI, vol. 11(1), pages 1-26, February.

    More about this item

    Keywords

    audit; communication; management; marketing; museum; risk; ; G32; M31; M42;
    All these keywords.

    JEL classification:

    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M42 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Auditing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijfss:v:8:y:2020:i:3:p:39-:d:379829. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.