TY - JOUR
TI - Beacon Technology Use in the Marketing Communications between Museums and People with Disabilities
AU - Manczak, Iryna
AU - Sanak-Kosmowska, Katarzyna
AU - Bajak, Maria
TI - Beacon Technology Use in the Marketing Communications between Museums and People with Disabilities
AB - 
	The aim of this paper is to point out the directions of beacon technology use in marketing communications of museums with people with disabilities. At the outset, the museum is presented as an open institution. Then, beacon functionality is discussed that can be used in marketing communication with persons with disabilities. In the following part of the discussion, results of qualitative research are presented. To this end, interviews were conducted in selected museums that use beacon technology, followed by an analysis of applications deployed in these museums in order to adapt them to the needs of people with disabilities. On the basis of the research, the article outlines the level of utilization of the potential of applications used in marketing communication with people with disabilities and analyses the technology development trends. The presented results can be a contribution to further research and a starting point for other research topics depicting the marketing activities of museums, including those aimed at persons with disabilities.
VL - 2019
IS - Volume 20, Issue 4
PY - 2019
SN - 1896-8201
C1 - 2084-3976
SP - 551
EP - 564
DO - 10.4467/20843976ZK.19.033.11712
UR - https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/zastosowanie-beaconow-w-komunikacji-marketingowej-muzeow-z-osobami-niepelnosprawnymi
KW - museum
KW - marketing communication
KW - people with disabilities
KW - beacons
KW - in-depth interview
KW - qualitative study