Authors
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Michal Lukáč
University of Ss. Cyril and Methodius in Trnava
Author
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Přemysl Písař
University of Finance and Administration
Author
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Václav Kupec
University of Finance and Administration
Author
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Peter Štarchoň
Faculty of Management Comenius University
Author
Keywords:
audit, communication, management, marketing, museum
Abstract
Museum facilities are part of an economic environment that is continually developing and subject to hypercompetitive conflicts. Museums must therefore apply adequate modern marketing tools, including marketing communications, which not only have informative and promotional functions, but at the same time enable the management of museum profitability and numbers of visitors to museums. Marketing communications for these institutions therefore represent a critical aspect of museum management. The purpose of this research study is to evaluate the levels of marketing communications to museum visitors for the purpose of acquiring feedback for museum management. At the same time, it is also possible to apply modern auditing techniques to governance and marketing communications management. This is a task undertaken by this research inquiry through experimental CASI interviews on a sample of 2,020 museum visitors over a period of four consecutive years and subsequent analyses using R statistical software. The recorded data shows a strong correlation between marketing communications and museum attendance. Based on this data, it has been possible to interactively formulate audit recommendations and a model for a marketing communications optimisation audit approach that can enable museum management to manage their marketing communications innovatively. At the same time, the results have also expanded interdisciplinary knowledge of marketing and management.
Author Biographies
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Michal Lukáč, University of Ss. Cyril and Methodius in Trnava
Michal Lukáč graduated from the Faculty of Mass Media Communication UCM in Trnava, Slovakia, with a focus on Marketing Communications. He is currently the Vice-Rector for Education at UCM and Assistant Professor at the Faculty of Social Sciences of UCM in Trnava. His teaching activities are dedicated to public administration marketing and management. Academically, the author focuses on cultural policy and the marketing of museums and monuments. His practical observation and skills were adopted during his experience working at the Slovak National Museum in the position of cultural and promotional manager.
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Přemysl Písař, University of Finance and Administration
Přemysl Písař studied economics, management, and global business and defended his Ph.D. in the field of Business Management and Controlling. He currently serves as a lecturer and researcher at the University of Finance and Administration Prague, the Prague University of Economics and Business, and the City University of Seattle. In addition to his work in the academic sphere, he also serves as executive director and manager of his own companies and as an external consultant in the areas of management and the implementation of controlling and advanced information systems.
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Václav Kupec, University of Finance and Administration
Václav Kupec studied economics and management, international studies, and pedagogical science, earning a Ph.D. in Marketing Communications. He is currently the Head of the Multidisciplinary Projects Laboratory at the University of Finance and Administration and an Assistant Professor at the Prague University of Economics and Business. In addition to his teaching activities, he collaborates on a number of international projects and regularly publishes and presents at conferences. He has long been involved in audit activities, both on a theoretical level and a practical level as a senior auditor.
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Peter Štarchoň, Faculty of Management Comenius University
Peter Štarchoň is a head of the Department of Marketing at the Faculty of Management of Comenius University in Bratislava, where he presents new marketing trends in various research projects with a special emphasis on brands. He is the author or co-author of several monographs and textbooks on marketing, direct marketing, marketing communications and branding, as well as over several dozen scientific works, studies, and conference contributions. In 2006 he founded the international scientific journal Marketing Science and Inspirations, where he continues to serve as Editor-in-Chief.
How to Cite
Lukáč, M., Písař, P., Kupec, V., & Štarchoň, P. (2021). The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities.
Communication Today,
12(1), 80-95.
https://doi.org/10.0000/v8den608
