| Abstract [eng] |
This master’s thesis analyses audience development strategies in art galleries and their influence on visitors’ intention to purchase artworks. Contemporary art galleries operate as multifunctional cultural institutions that combine cultural, social and economic objectives, making audience development an important area of strategic activity. The aim of the thesis is to analyse art gallery audience development strategies and to evaluate their impact on purchase intention. The study systematises the functions and classification of art galleries, examines audience development strategies in the cultural sector, analyses the concept of purchase intention in the art market, and develops a theoretical model linking audience development strategies with purchase intention through perceived value dimensions. The theoretical analysis indicates that purchase intention in the art context is a complex phenomenon, primarily influenced by innovative and experiential value. Based on the literature, the model proposes that audience development strategies may affect purchase intention both directly and indirectly through perceived values. The empirical research is conducted using quantitative methods and statistical analysis. The results show that the relationship-building strategy has a statistically significant direct and indirect effect on purchase intention through innovative and experiential value, while no significant effect of the artistic education strategy is identified. The findings contribute to a better understanding of audience behaviour in contemporary art galleries and may be useful for galleries planning audience development activities. |
