| Abstract [eng] |
Contemporary society, and in the context of municipal museums, the local community, increasingly evaluates museums as institutions not by the quantity of physical exhibits they have accumulated, but by their ability to create and shape their image. The image of a museum is shaped by many factors, one of the most important is organizational culture, which conveys what is happening inside the museum to the outside of it. In the context of municipal museums, organizational culture is one of the essential components of image formation, so the empirical research in this work will identify which elements of organizational culture have influence on shaping the image of municipal museums. In addition, the empirical research in this work will allow to confirm, refute, or supplement existing conclusions about the influence of organizational culture elements on shaping the image of municipal museums, thereby strengthening the scientific basis. Object of the thesis. Organizational culture elements on shaping the image of municipal museums. Objective of the thesis. To create and empirically substantiate a theoretical model revealing the influence of organizational culture elements on shaping the image of municipal museums. Tasks of the thesis: 1. To systematize theoretical aspects of organizational culture. 2. To refine theoretical aspects of image formation. 3. To create a theoretical model revealing the influence organizational culture elements on shaping the image of municipal museums. 4. To identify, at the empirical level, the organizational culture elements that influence on shaping the image of municipal museums. 5. To refine the theoretical model, taking into account the identified organizational culture elements that influence on shaping the image of municipal museums. The methods used in the theoretical part of the master's thesis include analysis, synthesis, and abstraction of scientific literature, while the empirical part includes content analysis, statistical comparative analysis, questionnaire survey and structured interviews with experts. The results of the questionnaire survey show that, in the subjective opinion of respondents, organizational culture elements are significant on shaping the image of municipal museums. However, the correlation analysis did not reveal any statistically significant relationships between the elements of organizational culture identified in theory: leadership, control, orientation to competition, orientation to result, values, and the organizational culture elements identified in the content analysis: openness, modernity, creativity, orientation towards visitor, innovation, and the dimensions of the image of municipal museums and the formation of the overall image of municipal museums. So, the results of the quantitative study do not confirm the direct influence of organizational culture elements on the formation of the image of municipal museums. However, the results of the qualitative research, based on the insights of experts, show that the organizational culture the elements, identified from the theory and content analysis, indirectly influence on shaping of the image of municipal museums. Therefore, the theoretical model has been refined: elements of organizational culture are indirectly linked through communication to the dimensions of image, which together form the overall image of municipal museums. |
