Marketing Communication of Polish Museums in the Opinion of Their Audience – Conclusions from Empirical Research

The aim of the article is to present the results of qualitative and quantitative research of the museum audience on the subject of marketing communication implemented by these institutions. The research was carried out using the focus group interview method (FGI) and the online direct interview method (CAWI). As part of the research, it was determined, among others, what are the main sources of information about the museum’s offer, what marketing communication activities of these institutions can be considered the most effective and what communication channels are preferred by the public. It was also determined what factors have the greatest impact on the audience’s loyalty towards the museum.

* Niniejszy artykuł stanowi poprawiony fragment niepublikowanej rozprawy doktorskiej autorki, pt. Zintegrowana komunikacja marketingowa w działalności muzeów (promotor: prof. dr hab. Mirosława Pluta-Olearnik, promotor pomocniczy: dr Anetta Pukas), obronionej w czerwcu 2018 roku na Uniwersytecie Ekonomicznym we Wrocławiu [Macalik 2018]. Rękopis dostępny jest w Bibliotece Głównej Uniwersytetu.

The aim of the article is to present the results of qualitative and quantitative research of the museum audience on the subject of marketing communication implemented by these institutions. The research was carried out using the focus group interview method (FGI) and the online direct interview method (CAWI). As part of the research, it was determined, among others, what are the main sources of information about the museum’s offer, what marketing communication activities of these institutions can be considered the most effective and what communication channels are preferred by the public. It was also determined what factors have the greatest impact on the audience’s loyalty towards the museum.

* Niniejszy artykuł stanowi poprawiony fragment niepublikowanej rozprawy doktorskiej autorki, pt. Zintegrowana komunikacja marketingowa w działalności muzeów (promotor: prof. dr hab. Mirosława Pluta-Olearnik, promotor pomocniczy: dr Anetta Pukas), obronionej w czerwcu 2018 roku na Uniwersytecie Ekonomicznym we Wrocławiu [Macalik 2018]. Rękopis dostępny jest w Bibliotece Głównej Uniwersytetu.