THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE

Authors

  • Iva Buljubašić Department of Cultural Studies in Osijek
  • Marta Borić Department of Cultural Studies in Osijek
  • Ivana Hartmann Tolić Faculty of Electrical Engineering in Osijek

Abstract

In times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major importance for a cultural institution because of its ability to attract a large number of visitors. Setting out from this starting point, this paper focused on conventional and unconventional forms of promotion in museums as a part of the creative industries. Creative industries are gaining importance nowadays, and museums as a part of the visual arts sector of the creative industries are gaining popularity thanks to the promotion efforts. With this in mind, a survey was carried out among the visitors of the Museum of Fine Arts in Osijek during Julije Knifer's retrospective exhibition “Uncompromising” in March and April 2015. Participants were given a questionnaire consisting of closed-ended questions about conventional and unconventional forms of promotion and their impact on visitors.

The authors participated in the organization of promotional activities for the exhibition and employed certain conventional and unconventional forms of promotion to get an idea of their impact on museum attendance (or lack thereof). The results demonstrated that the promotional activities had a positive impact on museum attendance, and unconventional forms of promotion had a greater impact than the conventional ones.

Keywords: Creative industry, museum, museum marketing, promotion, marketing in culture

Author Biographies

Iva Buljubašić, Department of Cultural Studies in Osijek

Iva Buljubašić (1988), Ph.D., is assistant at the Department of Cultural Studies at the J.J. Strossmayer University of Osijek. In 2012 she acquired the title of Master of Economics at the Faculty of Economics in Osijek. In 2015 she finished postgraduate studies Management at Faculty of Economics in Osijek, J.J. Strossmayer University of Osijek, by defending her doctoral thesis in Economics, in field of Marketing. She has published several scientific papers and has participated in several national and international scientific conferences. The area of her scientific interest are marketing (with an emphasis on unconventional marketing) and management of cultural institutions.

Marta Borić, Department of Cultural Studies in Osijek

Marta Boric (1986.) is from 1 November 2011. assistant at the Department of Cultural management of the Department of Cultural Studies, Josip Juraj Strossmayer University of Osijek. She is involved in teaching of courses in economics and management. Her areas of research interest are management, marketing, tourism and creative industries. She ended undergraduate program management in 2008. at the Faculty of Economics in Osijek and graduate studies in Management at the same university in 2010. Currently she is attending postgraduate interdisciplinary doctoral program Cultural Studies department of Management in culture, arts and education at the Josip Juraj Strossmayer University of Osijek. She has participated in several international and national scientific conferences.

Ivana Hartmann Tolić, Faculty of Electrical Engineering in Osijek

Ivana Hartmann Tolić (1985.) graduated from the Department of Mathematics in Osijek, with the title of Master of education in mathematics and computer science in 2010. The same year she was enrolled in postgraduate studies in electrical engineering, department of communication and informatics. The area of her research within the doctoral thesis are combinatorial optimization, scheduling problem passengers in the public transport network. She participated in 2009 and 2014 at the Festival of Science, in 2011 and 2012 took part in the Winter Mathematics, as a member of Math Club Osijek. She is currently employed as an assistant at the Faculty of Electrical Engineering in Osijek.

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Published

2016-06-30

How to Cite

Buljubašić, I., Borić, M., & Hartmann Tolić, I. (2016). THE IMPACT OF PROMOTION IN CREATIVE INDUSTRIES – THE CASE OF MUSEUM ATTENDANCE. Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues, 29(1), 109–124. Retrieved from https://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/4081

Issue

Vol. 29 No. 1 (2016)

Section

PRELIMINARY COMMUNICATION

License

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