Martyna Sowińska-Pasek (vel Paszkowska)
Zarządzanie w Kulturze, Tom 20, Numer 3, 2019, s. 339-362
https://doi.org/10.4467/20843976ZK.19.020.11126How to Find our Oudience? Experiences of Museum of King Jan III’s Palace at Wilanów
The Museum of King Jan III’s Palace in Wilanów is one of the biggest and most-visited cultural institutions in our contry. As a protector of the cultural and natural heritage, museum runs its own programs of historical and environmental education, reenactment of old crafts and also conducts large-scale events for mass audience (exhibitions, concerts, performances, festivals). It addresses its offer to children, adolescents, adults, recipients from the senior group, school groups, individual tourists as well as organized groups of foreign tourists. Such a large diversity of the offer has a significant impact on the structure of the audience, which we have started to examine a few years ago.
The text is a first attempt to formulate a synthetic summary of the activities of the Museum of King Jan III’s Palace at Wilanów in the field of the audience research, taking into account the context of contemporary reflection on the borderline of sociology, anthropology, museology and culture marketing. The elaboration presents selected topics from surveys conducted by the museum in recent years (evaluation of the educational offer, examination of a new audience, foreign tourist profile, brand and image study, auditing the quality of service for visitors, product turnout statistics), and tools located on the periphery of audience surveys, which enable in-depth and multidimensional analysis of the obtained data. The time perspective of the conducted research (about 10 years) allowed for a better understanding of the results obtained and the relations between them.