英国における地方自治体型ミュージアム・マーケティングの失敗: 組織としてのミュージアムの分析

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タイトル別名
  • Marketing at Local Authority Museums in Britain: An Analysis of Museum Organization
  • エイコク ニ オケル チホウ ジチ タイガタ ミュージアム マーケティング ノ シッパイ ソシキ ト シテ ノ ミュージアム ノ ブンセキ

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抄録

The development of marketing as a set of logistics to increase visitor numbers among local authority museums in Britain stagnated or diminished in recent years, despite the promotion of it for the sector since the late 1980s. This paper identifies practical reasons such as a lack of resources for the decline. It then argues that three distinctive features of museum organization lead to inherent conflicts with marketing. The features discussed include the importance of collections, museums as professional bureaucracy and the multiplicity and heterogeneity in organizational function and goal. The paper concludes by suggesting future research issues for museum marketing.

収録刊行物

  • 文化経済学

    文化経済学 2 (1), 47-54, 2000

    文化経済学会〈日本〉

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