The role of media in museum management in international cultural tourism

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The role of media in museum management in international cultural tourism

Stanislav Bencic

Professor Faculty of Mass Media Pan-European University Bratislava, Slovakia

Abstract

The paper reflects the current trends in museum management. It presents methodological procedures and marketing philosophy as well as specific cases of establishing new museums for the purpose ofpreserving cultural heritage in Slovakia and Europe and compares the traditional concept of museum management with the present day. It focuses on the key role of the media and the educational dimension at the local and global level.

Keywords: cultural heritage, management, media, marketing communication, visitor needs.

Cultural tourism includes urban tourism, associated with visits to places of interest such as Paris, Rome, Dubrovnik, Istanbul...where interesting places of cultural heritage are visited. The last decade has also been interesting for the addition of museums, either in the open air (e.g. Tvrdosin Cemetery, Svidnik Memorial, Margita Tarics Open Air Actors' Museum in Komarno), or indoors, e.g. by converting old shops, restaurants, factories or other spaces into museums. Revitalisation plans and ethnological studies play an important role here. In every country there is potential for the creation of new museums in the framework of e.g. literary or dark tourism. In 'opera tourism', tourists do not have to attend an evening opera performance, but buy a ticket, only to the theatre building. Some old opera houses also serve as museums and are open to the public outside performances. To give some examples, there is the Paris Opera House (e.g. Opera Palais Garnier from 12 EUR per person), the bookstore in Porto, Portugal (Livraria Lello, 5 EUR), the (museum) brewery shop, or the Konditorei Kormuth ( cake shop) in Bratislava. There are senior citizens who will confirm that when they were young it was unthinkable for them to pay the entrance fee to a bookshop, or they did not expect that their favourite shop where they bought rolls would become a 'Museum of the Shop'. The transformation of an interior or space into a museum is the first phase of any project, the second phase should focus on the medium that will promote the cultural heritage by using classical marketing strategies, the third phase is the contact with the visitor, the purpose of which is to prepare an exceptional experience for the visitor.

Museums in the cultural tourism of the 21st century. The transformation of a particular space that has its attractiveness and value in terms of cultural heritage. The museum is a "cultural project" and its visitors have come to experience the culture associated with the space or premises. Space as an object of interest is also called genius loci. Genius loci was originally in Roman mythology a ghost ( in the shape of a snake), that protected a certain place. Today, the term is used to describe the characteristic atmosphere of a place, which may be a place in the countryside, in the countryside, with the added value of original artefacts or typical architecture. These places may be associated with important personalities or with indigenous peoples and their cultural heritage.

The museum becomes a "meeting place" and this meeting is to be managed in the best way, taking into account the possibilities of the museum and the needs of its visitors. A museum is also a scientific institution (institute) that systematically collects, classifies and professionally preserves collections of material evidence of the social and cultural development of man and society, as well as of the development and changes in nature and the environment. The purpose of museums is also research, education, and cultural activities.

Currently, the museum's work also includes the use of communication strategies and presentation styles in the promotion of cultural heritage.

The processes of social development are reflected in cultural institutions, i.e. also in museums, therefore museums become an indicator of the cultural level and an important factor of cultural policy. Museums are obliged to have opening hours for the public. It is also essential to include the public in the programmes and activities of museums in order to improve the presentation of cultural heritage.

Nowadays, the function of a museum cannot be reduced to the preservation of cultural heritage and the care of exhibits. The function of museums should be defined at a higher "level", which would also include organized museum (museological) activities as an important factor in the development of cultural awareness. The aim is to include traditional and newly established museums in the modern streams of activities in this field in accordance with the principles of modern museology.

Media coverage of the cultural object. The basic value of a museum exhibit or a certain space is as an inexhaustible source and a huge potential of information. A museum object, monument or space is a witness to past activities and events, an identity maker, an object or space that confirms a number of scientific theses and is a precious information element that serves as a source of information for the public. Today, the success of museums is measured by their educational, social and economic effects on the community. Marketing, publishing, and media presentation of information are newer and newer qualitative indicators of museum activities. Museum communication is a learning process through the presentation of exhibits.

The policy for the preservation of historical and artistic objects also emphasizes the modern presentation of national treasures on an international level. We communicate to the public through the media or face to face. We use standard communication techniques and approaches ATL (TV, social networks), BTL (billboards, leaflets, brochures, fairs) and TTL (combination of online advertising with social networks). Older generations tend to prefer receiving physical items that can be distributed in person or sent out through delivery services. The museum's presentation can be on a national or even global media campaign, where information is shown to people of all demographics. A global campaign is especially possible if the museum's content expands on existing knowledge that is transnational in nature (e.g., the Andy Warhol Museum of Modern Art in Medzilaborce, a museum dedicated to the world-renowned artist - the King of Pop Art). Having implemented new ways of communication and interpretations of cultural values, museums have an impact on culture and public life. The presentation of the enduring values of cultural heritage helps the museum to shape and develop an adequate relationship towards the cultural legacy (heritage) and in a way, a global historical consciousness is developed. To carry out presentation activities in a systematic and quality manner, it is essential to prepare a presentation project with a clear concept of the use of established standards.

Nations seek how to demonstrate to visitors from other countries the responsibility they have towards future generations and also to integrate their originality in the international community by presenting their culture in an impressive way. Given the above-mentioned basic and essential roles and responsibilities, museums should have an audience and represent centres of cultural events.

Every museum should answer these questions:

- Do we have adequate visitor numbers?

- Can visitors learn something about themselves in the museum?

- How can we affirm a true cultural message and bring it to life for the public?

- How to improve the quality and quantity of visitor-museum relationships offered?

The answer lies in the right management philosophy (marketing) as a new concept for responsibility, a communicative way of acting with an authentic feedback and new methods to get the balance between resources and public wishes. The aim is to make the public aware of the museum's product through the right choice of media.

In education marketing, the key themes are quality teachers and successful students. High quality teachers in cultural marketing are media personnel or media partners, marketers, and the right percipients. All these components must be covered by the media. It's like organizing a cultural event with a chosen artist. Before entering negotiations with the artist's agency, the initiator of the event should look at the artist's output on the

Internet, know the content of his artistic creativity, reviews, video recordings, and of course his website. In the same way, we also introduce and present the museum product.

Conclusion

museum management cultural tourism

More effective museum presentations are achieved through interdisciplinary activities that are designed to attract new audiences. Professionals (e.g., from the fields of museology, ethnography, marketing and me-dia communication) who work in certain museums should be able to clearly define its objectives. In addition to the usual formulations such as caring for future generations, preserving collective memory, or shaping and presenting knowledge, it is also the responsibility to make the product more attractive. The first prerequisite is that museums fully understand marketing and are fully aware of the value of their product. Today, curators must be prepared to respond flexibly to the changing attitudes of their visitors and to open their museums to the public as much as possible. Museums should not only be treasure rooms of exhibits but also treasure rooms of creative ideas. Reeducation in cultural tourism is also important. It makes sense if the people involved are willing to accept change.

Cultural tourism is part of the 'cultural industry'. Everywhere in the world, tourists are the largest group visiting museums. However, they must be attracted by a quality and sophisticated offer.

Sources

1. Bencic.S. Kultarny turizmus Bratislava. Progressus Slovakia, 2007. - 98 pp.

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3. Kovacova, B. Spritomnenie akcneho umenia v priestore akcie (Presence of Action Art in the Space of Action), VERBUM - Nr. 4 /20 (2021), pp. 72-77

4. Pitonakova, S. Tematika kultarneho dedicstva v medialnom prostredi Zilina (Slovensko) : Zilinska univerzita v Ziline. 2016.

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