| Abstract [eng] |
In the contemporary cultural and art market, museums increasingly compete for visitors’ attention not only with other cultural institutions but also with a wide range of leisure and entertainment sectors. Global changes in the art market, such as the application of business principles, the development of marketing practices, digitalisation and audience diversification, encourage museums to seek new forms of communication and marketing. In this context, museums search for distinctive strategies that strengthen institutional identity and enable them to reach new audiences. One such strategy is the use of an artist’s name in the museum’s title, which may function as a guarantee of quality and value, attracting visitors and sponsors and strengthening the institution’s brand. Nevertheless, empirical studies systematically analysing the marketing strategies of museums named after artists remain rare, and no such research has been identified in the Lithuanian context. This master’s thesis addresses the marketing strategy of museums named after artists. The aim of the thesis is to develop a marketing strategy for museums named after artists. The study systematises museum marketing concepts and strategies, analyses the characteristics of contemporary museums, examines the role of the artist’s name as a brand within museum marketing strategies and summarises international cases of museums named after artists. Based on empirical research, the theoretical marketing strategy for museums named after artists is refined. The study applies scientific literature analysis, case study analysis and qualitative research methods. Scientific literature analysis is used to systematise the concepts of museum marketing strategies and the artist’s name as a human brand. Case study analysis is applied to compare international museums named after artists and to gain a deeper understanding of their marketing practices. The empirical part of the study is based on a qualitative research strategy combining semi-structured interviews with museum directors and marketing specialists and document analysis. Document analysis includes strategic plans, activity reports and official museum communication materials and is used to complement the interview data and to assess institutional strategies. The combination of these methods enables the integration of theoretical insights with empirical findings and ensures the reliability of the research results. Empirical analysis revealed that the effectiveness of this strategy depends on the consistent integration of the artist's name into the museum's communication, exhibition program, and long-term partnerships. |
