In order to verify the H05.3.1, H05.3.2, H05.3.3 there were used the chi square tests, as the t-tests could not be applied because some of the analyzed samples volumes were less than 30. To test the H05.3.1 there were used frequency distribution tables - Table 17 and Table 25. The chi squired tests were conducted between the columns depicting the sub-segments of The Hermitage and The Russian Museum student club audiences. Thus, there were done three tests, the result of which are shown in the Table 33.

Table 33

Chi-squire tests for the H05.3.1

Combinations	Chi squares
Professionals	0.274569472
Advanced	0.30449411
Interested	0.190939856

All the values of the chi square tests were greater than the critical meaning equal to 0,05. That means - the H05.3.1 could not be rejected. According to the results the relevant sub-segments of The Hermitage and The Russian Museum student club audiences could be united by pair in terms of the formats of cultural events the students visit.

For the examination of the H05.3.2 there were used the frequency distribution Tables 19 and 27. The chi squired tests were conducted by the same principal as in the case of the H05.3.1 verification. The esults of the tests are depicted in the Table 34.

Table 34

Chi-squire tests for the H05.3.2

Combinations	Chi squares
Professionals	5.65E-21
Advanced	0.974859
Interested	0.998031

The chi square test value for professionals is less than the critical meaning, thus the H05.3.2 could be rejected. While the chi squire tests values for advanced and interested are greater than the critical value. It means that in terms of the reasons of choosing an educational platform in the cultural-artistic sphere The Hermitage sub-segments advanced and interested could be united by pair with the relevant sub-segments of The Russian Museums, but the sub-segments professionals could not.

The H05.3.3 testing was based on the frequency distribution Tables 21, 22, 23, 29, 30, and 31. The chi squired tests were conducted by the relevant The Hermitage and The Russian Museum sub-segments tables pairwise combining. Thus, there were conducted tree chi square tests, the results of which are shown by the Table 35.

Table 35

Chi-squire tests for the H05.3.3

Combinations	Chi squares
Professionals	1.85E-06
Advanced	4.12E-14
Interested	0.279363

The values of the professionals and advanced sub-segments chi quired tests are les than the critical meaning, thus the H05.3.3 could be rejected. But the result of the interested sub-segment chi squire test is greater than the critical meaning. It means that in terms of the values taken into account while student clubs audiences are choosing an educational platform in the cultural-artistic sphere The Hermitage sub-segment interested could be united with The The Russian Museum one, while the sub-segments professionals and advanced could not be united between the museums.



Conclusion

Both studying the young adults segment needs, preferences and reasons to visit museums and developing new marketing models that will meet the requirements addressed to the museums by changing environment in the most accurate way, will enable museums to go through the radical changes that, according to Balloffet, Courvoisier and Lagier (2014, p. 9), “are currently taking place in heritage institutions”. The shifting from product-based to customer-based strategies and entering the highly competitive marketing sector of leisure time activities forces museums to reach new segments of target audiences, find the new ways to communicate with them and change the focus from offering price benefits to creation the value proposition.

For this purpose, interviews were conducted with leading museum experts and matrix were created based on social networks and museum sites. According to the research, some proposals were made based on the 4E model. So, museums should focus more on development: excursions, lectures, conferences and symposiums, libraries and databases for research and collections of research results in the Experience block; discounts and benefits for tickets/season tickets (up to 30 years old) in the Exchange block; social networks (VK, Facebook, Instagram, YouTube, Twitter), blogs and website; ability to buy tickets online in the in Everyplace block; exhibitions with new technologies (projectors, touch computers, sound, virtual reality glasses, games, 3D walks); applications dedicated to exhibitions and expositions in the Evangelism block. Also, museums should pay attention to the exhibitions containing with contemporary art; street art; topics related to museums, art and culture of the world, politics and fashion; create unique work formats which will help to attract a young audience.

Hypotheses were put forward and a study was carried out using such tool as questionnaire which helped to select for obtaining the primary data. It turned out that The State Hermitage and the Russian Museum affect the visit of a club's young audience of various cultural institutions after analyzing the data. So, students became to visit The State Hermitage or The State Russian Museum more often (without taking into account the classes in the museum student club); visit theaters, cinema, creative spaces, museums and libraries more often; spend more money for visiting cultural events; search information about cultural-artistic educational platforms more active; visit electronic resources related to culture and art more often; be especially interested in any cultural-artistic themes or directions. There were also put forward some advises for museums. The clubs of The State Hermitage and The State Russian Museum have different young audiences, so museums should use different formats of cultural events to attract, increase loyalty and retain an audience. Thus, The State Hermitage should concentrate on festival, theater, film, lection and music concert (in order of popularity decreasing), while The State Russian Museum should concentrate on theater, film, music concert, festival and lection (in order of popularity decreasing). Despite the fact, that the lists of the most common formats of cultural events visited by listeners of The State Hermitage and The State Russian Museum student clubs are approximately the same, the preferences within each of them are arranged by different ways. Talking about the most common reasons for choosing the museums student clubs by their listeners, for The State Hermitage there are museum status, sections, lecturers, collection (in order of popularity decreasing), while for The State Russian Museum there are collection, lecturers, sections, love for the museum, classes formats, learning materials (in order of popularity decreasing). Therefore, museums need to focus on these particular reasons. It also crucial to pay attention on the fact that, for The State Russian Museum student club audience the fact of the classes theme and the education specialization coincidence play an important role in the choosing process of the educational platform in the cultural-artistic sphere, while for The State Hermitage student club audience it is not. The value related to the lecturers scientific regalia is important for both museums student club audiences, but the greater impact the value has on the choice of The State Russian Museum student club audience rather than on the choice of The State Hermitage visitors.

It also important to note that, museums need a differentiated approach to the youth audience for more effective work. Thus, one of the criteria of such differentiation can be the level of artistic professionalization of young people. Talking about the division into three subgroups such as professionals, advanced and interested, there are some advises how to work with them. Firstly, all the sub-segments could be recognized as different in terms of formats of cultural events that they visit. Talking about The State Hermitage, for professionals important cultural events formats such as exhibition, festival, film; advanced - exhibition, theatre, festival, music concert; interested - exhibition, festival, film, theatre. Talking about The State Russian Museum, for professionals important cultural events formats such as exhibition, festival; advanced - exhibition, film, festival, theatre; interested - exhibition, theatre, music concert, festival. All work formats of cultural events are listed in order of popularity decreasing. Secondly, all the sub-segments could be recognized as different in terms of reasons of choosing an educational platform in the cultural-artistic sphere. Talking about The State Hermitage, for professionals important reasons such as sections, museum status, lectures, collection; advanced - museum status, lectures, learning materials, for free, schedule; interested - sections, recommendations, museum status, lectures, friends, collection. Talking about The State Russian Museum, for professionals important reasons such as collection, lectures, love for the museum; advanced - lectures, sections, collection; interested - lectures, sections, collection, friends, recommendations, well organized. All reasons of choosing an educational platform in the cultural-artistic sphere are listed in order of popularity decreasing. Thirdly, all the sub-segments within pay attention on the different values while choosing an educational platform in the cultural-artistic sphere. Talking about The State Hermitage, for professionals important values such as interaction with museum workers, schedule convenience, classes formats diversity, museum reputation; advanced - museum reputation, interaction with museum workers, schedule convenience; interested - classes formats diversity, schedule convenience, interaction with museum workers. Talking about The State Russian Museum, for professionals important values such as schedule convenience, interaction with museum workers, classes formats diversity; advanced - classes formats diversity, interaction with museum workers, schedule convenience; interested - schedule convenience, museum reputation, interaction with museum workers, classes formats diversity. All values of choosing an educational platform in the cultural-artistic sphere are listed in order of popularity decreasing.

Talking about the contribution of the results, the paper was aimed to studying the young adults segment needs, preferences and drivers to visit the museums. As a result, it was created the list of recommendations for classical and modern art heritage institutions which was listed earlier. From the scientific point of view the significance of the research lied in application of 4E marketing model to the museum field that has never been used for this purpose. With the help of the constructed model, museums will be able to work more efficiently, because searching for a new marketing model of interaction with the audience which will be based primarily on the exchange of values between the two sides, is becoming one of the central issues for the heritage sector. Also, talking about the novelty in the work, it is important to pay attention to the division of the youth segment into three groups such as professionals, advanced and interested based on their cultural background. This division is very important for heritage institutions as each group has differences in consumption of cultural products. This means that each group needs its own approach to the development of museum products and promotion product's programs.

Several of the primary limits of the thesis were singled out. Firstly, there are some geographical restrictions: the work was conducted surveys and expert interviews only in Russian museums located in St. Petersburg and Moscow. Secondly, all the museums are classified as art and modern museums. Thirdly, a small number of heads of cultural institutions responsible for working with youth audiences were interviewed. Fourthly, the data obtained by the content analysis could be incorrectly coded as it was done manually. Fifthly, students of student museum clubs, passing the survey through a special electronic form, could misunderstand the essence of the question and as a result answer incorrectly, as well as spoil the questionnaire without answering some questions. Sixthly, as a result of dividing the questionnaires into three groups of youth audience such as professionals, advanced and interested, the number of questionnaires for each group was decreased (comparing with the original sample), which could lead to a wrong interpretation of the conclusions due to the sample's non-representativeness. Hence, in future researches it is possible to extend the sample with the analysis of museums, located in other Russian cities and other countries; cover other classes of museums such as scientific - technical and memorial in addition to the art and classical heritage institutions; increase the sample of heads of cultural institutions responsible for work with the youth audience; conduct content analysis with the help of special automatic programs; conduct interviews directly in the museum clubs, handing out paper forms to students and helping them in case of difficulties in completing the questionnaire; increase the sample of the youth audience both within the student clubs of the Hermitage and the Russian Museum, and by attracting students from other similar clubs.

Talking about the methodological part, it would be ideal to use T-tests and Chi squares simultaneously in the analysis of data but in this work T-tests and Chi squares were used separately from each other. This is due to the fact that, for T-tests the occurrence of correlation between variables in one data array becomes a problem. So, if the correlation in one museum arises between some data, and in another museum between others, T-tests can not be carried out. In these cases, Chi squares was used. T-tests also can not be carried out with insufficient sample size (in our case, this is the division of the youth audience into three groups). Chi squares is difficult to carry out when several factors are checked at the same time (not binary indicators).

The topic of this research could be further developed in future research thanks to a more detailed analysis of three segments of youth such as professionals, advanced and interested, developing surveys and marketing models directly for each of these groups. Thus, a more correct and detailed understanding of what products and services these groups consume and how to promote them in the market will be achieved. It can be also used a different marketing model, which will more accurately describe the values exchange between museums and the young audience. It will be equally important to conduct surveys and expert interviews in museums of another type, as the youth audience can be very different from the audience of classical and modern museums.

Attracting young audience to the heritage sector is treated as a difficult task, the segment is positioned as an important one because, as being stressed by Mokhtar and Kasim (2011, p.45), “today's youngsters are tomorrow's potential museum professionals and audiences”. Until the museums do not explore the motivations encourage young people to visit heritage sector organizations, they will lose the young adults segment.

This thesis was based on the project proposal “Marketing Research of the Museums Youth Audience” written by Dementeva E., Kudelkina A.



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Appendix 1

The expert interview guide

1. What age groups of Museum visitors do you distinguish in the development of the Museum's marketing program? What are the age limits of the youth audience in your opinion?

2. Do you think is it necessary to identify adolescents and young people in the development of Museum products and programs of their promoting?

3. What do you think are the main reasons for young people visiting museums such as Yours?

4. What is important when developing projects for the youth audience for your Museum? What is the peculiarity of Museum products developed for the youth audience of your Museum?

5. Do you think it is necessary to attract more young people to visit the main exposition of the Museum? Temporary exhibitions? Special events?)

6. What do you think are the most interesting programs for working with young people in your Museum? Are there any special programs to work with professional youth audience?

7. Do you organize special events in your Museum where young people take the main participants? Please name the 2-3 most memorable events aimed at the youth audience.

8. Are there internship programs for young Museum workers or for students? Who can get on them?

9. Do you have young volunteers in your Museum? In what forms they help in the work of the Museum? How are they encouraged for this help?

10. Is there a unit in the Museum that is responsible for working with young people? What are its main objectives? In what forms it's work organized?



Appendix 2

The classification of museums

Museum	Country	Class
Louvre	France	Сlassical art
The National Gallery	Great Britain	Сlassical art
The British Museum	Great Britain	Сlassical art
Staatliche Kunstsammlungen Dresden	Germany	Сlassical art
Ruks Museum	Netherlands	Сlassical art
Kunst Historisches Museum Wien	Austria	Сlassical art
Le Gallerie Degli Uffiz	Italy	Сlassical art
Museo Nacional Del Prado	Spain	Сlassical art
Die Pinakotheken	Germany	Сlassical art
The Metropolitan Museum of Art	USA	Сlassical art
Victoria and Albert Museum	Great Britain	Сlassical art
The Pushkin State Museum of Fine Arts	Russia	Сlassical art
The State Hermitage Museum	Russia	Сlassical art
The State Tretyakov Gallery	Russia	Сlassical art
The State Russian Museum	Russia	Сlassical art
The Museum of Modern Art	USA	Modern art
Tate Modern	Great Britain	Modern art
Centre Pompidou	France	Modern art
Guggeheim Museum	Spain	Modern art
Garage	Russia	Modern art



Appendix 3

The questionnaire for identifying differences between patterns of cultural products consumption by sub-segments professionals, advanced and interested

1. Did You attend any additional schools or courses in the cultural-artistic sphere before You entered The State Hermitage student club?

· Yes

· No

2. What section of The State Hermitage Student club do You visit?

3. Why are you interested in this section?

4. Are there other forms of communication with the Museum that You would like to use? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

5. Are there any cultural trends that You would like to learn about within the frameworks of studying in The State Hermitage? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

6. What three meetings of the student club do You remember the most?

7. How old are You?

8. Enter Your gender, please.

· Male

· Female

9. Where did You graduate from high school?

· Saint-Petersburg

· Another city

10. What University or College do You study at?

11. Specify the level of Your education, please.

· School

· College

· Bachelor

· Magistracy

· Postgraduate

12. Specify the direction or specialty of Your education, please.



Appendix 4

The questionnaire for the audience of The State Hermitage student club audience

1. Did You attend any additional schools or courses in the cultural-artistic sphere before You entered The Hermitage Student club?

· Yes

· No

2. Did You considered alternative to The Hermitage student club educational platforms dedicated to the themes of culture and art?

· Yes

· No

3. Why did You choose The Hermitage student club as an educational platform dedicated to the themes of culture and art?

4. What section of The Hermitage student club do You visit?

5. Why are You interested in this section?

6. During the time that You are visiting the student club, do You have a desire to become a listener of other sections? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

7. What formats of classes are the most attractive for You? (Please, choose not more than three ones)

· Lecture

· Excursion

· Workshop

· Discussion with the lecturer

8. During the time that You are visiting the student club, have any other forms of communication with the museum that You would like to use been arisen? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

9. What three meetings of the student club do You remember the most?

10. To what extent do You agree with the statements that You appreciate the classes at the student club is for... (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

· the fact that the theme of the classes coincides with the specialization of the respondent's education;

· the fact that the theme of the classes coincides with the respondent's professional activities or job; the schedule convenience;

· the variety of classes formats; the reputation and the status of the chosen museum;

· the opportunity to get acquainted with the chosen museum staff;

· academic regalia of lecturers;

· the ability to get a certificate of a course completion;

· the ability to find a communication with people with similar interests.

11. After the moment that You became the student club listener have You started to visit The Hermitage more often (without taking into account the student club classes visiting)? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

12. Have You been attending cultural events and institutions more often in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

· Theaters

· Cinemas

· Creative spaces

· Museums

· Libraries

13. Could you please name the last three cultural events you visited?

13. Are there any new topics in art and culture that You would like to learn (have already started to learn) about within the frameworks of studying in The Hermitage? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

14. Do you have people in Your environment, communication with whom can be called one of the reasons why You attend the student club classes? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

15. Did You started to spend more money on cultural events in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

16. Is it true that over the past two years You have started to look more actively for information about other educational platforms related to art or culture spheres? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

17. Is it true that over the past two years You have started to visit electronic resources related to art and culture more often? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

18. How often do you attend classes at the Student club?

· Not less than 30% of classes

· Not less than 50% of classes

· Not less than 70% of classes

· About 100% of classes

19. Would you like to help to the student club? If so, how?

· Not ready to help

· To administrate the student club pages on social media

· To create visual materials for classes

· To be an events volunteer

· Other…

20. How old are You?

21. Enter Your gender, please.

· Male

· Female

22. Where did You graduate from high school?

· Saint-Petersburg

· Another city

23. What University or College do You study at?

24. Specify the level of Your education, please.

· School

· College

· Bachelor

· Magistracy

· Postgraduate

25. Specify the direction or specialty of Your education, please.



Appendix 5

The questionnaire for the audience of The State Russian Museum student club audience

1. Did You attend any additional schools or courses in the cultural-artistic sphere before You entered The Russian Museum student club?

· Yes

· No

2. Did You considered alternative to The Russian Museum student club educational platforms dedicated to the themes of culture and art?

· Yes

· No

3. Why did You choose The Russian Museum student club as an educational platform dedicated to the themes of culture and art?

4. What section of The Russian Museum student club do You visit?

5. Why are You interested in this section?

6. During the time that You are visiting the student club, do You have a desire to become a listener of other sections? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

7. What formats of classes are the most attractive for You? (Please, choose not more than three ones)

· Lesson at the exposition

· Lesson on the exhibition

· Lection

· Workshop

· Meeting with an artist

· Other museums visiting

8. During the time that You are visiting the student club, have any other forms of communication with the museum that You would like to use been arisen? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

9. What three meetings of the student club do You remember the most?

10. To what extent do You agree with the statements that You appreciate the classes at the student club is for... (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

· the fact that the theme of the classes coincides with the specialization of the respondent's education;

· the fact that the theme of the classes coincides with the respondent's professional activities or job; the schedule convenience;

· the variety of classes formats; the reputation and the status of the chosen museum;

· the opportunity to get acquainted with the chosen museum staff;

· academic regalia of lecturers;

· the ability to get a certificate of a course completion;

· the ability to find a communication with people with similar interests.

11. After the moment that You became the student club listener have You started to visit The Russian Museum more often (without taking into account the student club classes visiting)? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

12. Have You been attending cultural events and institutions more often in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

· Theaters

· Cinemas

· Creative spaces

· Museums

· Libraries

13. Could you please name the last three cultural events you visited?

14. Are there any new topics in art and culture that You would like to learn (have already started to learn) about within the frameworks of studying in The Hermitage? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

14. Do you have people in Your environment, communication with whom can be called one of the reasons why You attend the student club classes? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

15. Did You started to spend more money on cultural events in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

16. Is it true that over the past two years You have started to look more actively for information about other educational platforms related to art or culture spheres? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

17. Is it true that over the past two years You have started to visit electronic resources related to art and culture more often? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

18. How often do you attend classes at the Student club?

· Not less than 30% of classes

· Not less than 50% of classes

· Not less than 70% of classes

· About 100% of classes

19. Would you like to help to the student club? If so, how?

· Not ready to help

· To administrate the student club pages on social media

· To create visual materials for classes

· To be an events volunteer

· Other…

20. How old are You?

21. Enter Your gender, please.

· Male

· Female

22. Where did You graduate from high school?

· Saint-Petersburg

· Another city

23. What University or College do You study at?

24. Specify the level of Your education, please.

· School

· College

· Bachelor

· Magistracy

· Postgraduate

25. Specify the direction or specialty of Your education, please.



Appendix 6

Questionnaire for young people who did not visited any museums student clubs

1. Did you attend classes at The Hermitage student club and/or The Russian Museum?

2.Did You attend any additional schools or courses in the cultural-artistic sphere before You entered The Russian Museum student club?

· Yes

· No

3.Did You started to visit The Russian Museum more often in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

4.Did You started to visit The Hermitage more often in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

5.Have You been attending cultural events and institutions more often in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

· Theaters

· Cinemas

· Creative spaces

· Museums

· Libraries

6.Could you please name the last three cultural events you attended?

7.Are there any topics in art or culture in which You became more interest in over the past two years? (If Your answer is “Yes” please, specify which ones)

· Yes, there are…

· No

8.Did You started to spend more money on cultural events in the last two years? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

9. Is it true that over the past two years You have started to look more actively for information about other educational platforms related to art or culture spheres? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

10. Is it true that over the past two years You have started to visit electronic resources related to art and culture more often? (Rate on a scale from 1 to 4, where 1 is “Definitely not”, 4 is “Definitely yes”)

11. How old are You?

12. Enter Your gender, please.

· Male

· Female

13. Where did You graduate from high school?

· Saint-Petersburg

· Another city

14. What University or College do You study at?

15. Specify the level of Your education, please.

· School

· College

· Bachelor

· Magistracy

· Postgraduate

16. Specify the direction or specialty of Your education, please.



Appendix 7

Matrix of services

х	Classical art museum	Modern art museum	х
х	Louvre (France)	The British Museum (Great Britain)	The National Gallery (Great Britain)	Victoria and Albert Museum (Great Britain)	The Metropolitan Museum of Art (USA)	Le Gallerie Degli Uffizi (Italy)	Kunst Historisches Museum Wien (Austria)	Ruks Museum (Netherlands)	Museo Nacional Del Prado (Spain)	Staatliche Kunstsammlungen Dresden (Germany)	Die Pinakotheken (Germany)	The State Hermitage Museum (Russia)	The State Tretyakov Gallery (Russia)	Pushkin state Museum of fine arts (Russia)	The State Russian Museum (Russia)	The Museum of Modern Art (USA)	Tate Modern (Great Britain)	Centre Pompidou (France)	Guggeheim Museum (Spain)	Garage (Russia)	Total, units
Excursions	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
Lectures	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
Master classes	.	.	.	.	.	.	.	.		.		.	.			.	.	.	.	.	16
Open discussion of art works in the circle of like-minded people. The format of polylogue.	.		.		.	.	.			.	.	.	.		.	.	.			.	13
Conferences and symposiums	.	/	.	.	.	.	.	.	.	.		.	.	.		.	.	.	.	.	18
Short lectures at lunchtime or in the evening (20-45 minutes)		.	.		.											.	.	.		.	7
Dance performances (The Metropolitan Museum of Art: Hip-hop at the intersection with the middle ages)					.																1
Exhibitions of contemporary art (graffiti, street art, pop-art, comic animation and fantasy art)	/	/		/	.	.				.		.			.	/	/	/	/	/	13
Practice and internship at museum	.	.			.			.						.		/	/			/	8
Libraries and databases for research; collections of research results	.	.	.	.	.	.	.		.	.	.	.	.	.		.	.	.	.	.	18
Higher education, training courses, summer schools		.		/	.					.		.			.				.		7
Tours and exhibitions by films and books (Louvre - tour by the footsteps of the novel "the Da Vinci Code" heroes, the British Museum - tour by the film "Night at the Museum»)	.	/																			2
Associations, societies of graduates of clubs, clubs, courses of the museum (The Pushkin State Museum of Fine Arts)														.							1
Student union, student clubs (The State Hermitage Museum and The State Russian Museum)												.			.						2
Collaborations with other museums (The Metropolitan Museum of Art - ticket discounts)					/																1
Discounts and benefits for tickets/season tickets (up to 30 years old)	.		.	.	.	.	.		.	.	.	.	.	.	.	.	.	.	.	.	18
Involvement of young people in the modification of the museum (The National Gallery -Organization of Young Producers)			.					.													2
Receptions, evenings, thematic events					.		.					.						.			4
Musical concerts and performances			.		.	.	.	.		.		.	.	.		.	.		.	.	13
Film screenings	.							.	.			.	.			.					6
Opportunity to touch works of art (tides of gypsum)	.	.	.
Social networks (VK, Facebook, Instagram, YouTube, Twitter), blogs and website	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
E-mail subscription					.				.	.				.		.				.	6
Ability to buy tickets online (e-tickets/reservations)	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
Mobile applications (tracking the influx of visitors, exhibition schedule, meeting room schedule, ticket purchase, technical support)					.							.	.			.		.			5
Online study with games and projects								.	.				.	.	.	.			.		7
Exhibitions with new technologies (projectors, touch computers, sound, virtual reality glasses, games, 3D walks)	.	.	.	.		.	.	.		.	.	.	.	.	.	.	.	.	.	.	18
Interaction with major digital companies (The British Museum and The State Hermitage Museum: Samsung Digital Discovery Centre )		.										.									2
Engaging celebrities and stars for cooperation (Tour of the exhibits included in the clip Beyonce and Jay-Z filmed in the Louvre)	.																				1
Free Wi-Fi	/	/	.													.			.		5
Interactive plan of the museum	.	.	.		.		.		.			.	.	.		.		.			11
Application that allows to find information about the picture (pointing the phone to the work)			.										.	.							3
Humor in the design of printed products (Louvre)	.																				1
Online calendar with filters (by date or type of event)	.	/	.				.	.	.	.	.			.	.	.	.	.	.	.	15
Applications dedicated to exhibitions and expositions	.	.	/			.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	18
Virtual tour of exhibitions	.		.			.		.	.					.	.						7
Ability to download the audio guide on phone	.				.	.															3
Total, units	23	19	20	11	21	15	15	15	14	16	10	20	17	18	14	22	16	16	16	17	х



Appendix 8

Matrix 4E

х	Classical art museum	Modern art museum	х
х	Louvre (France)	The British Museum (Great Britain)	The National Gallery (Great Britain)	Victoria and Albert Museum (Great Britain)	The Metropolitan Museum of Art (USA)	Le Gallerie Degli Uffizi (Italy)	Kunst Historisches Museum Wien (Austria)	Ruks Museum (Netherlands)	Museo Nacional Del Prado (Spain)	Staatliche Kunstsammlungen Dresden (Germany)	Die Pinakotheken (Germany)	The State Hermitage Museum (Russia)	The State Tretyakov Gallery (Russia)	Pushkin state Museum of fine arts (Russia)	The State Russian Museum (Russia)	The Museum of Modern Art (USA)	Tate Modern (Great Britain)	Centre Pompidou (France)	Guggeheim Museum (Spain)	Garage (Russia)	Total, units
EXPERIENCE
Excursions	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
Lectures	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
Master classes	.	.	.	.	.	.	.	.		.		.	.			.	.	.	.	.	16
Open discussion of art works in the circle of like-minded people. The format of polylogue.	.		.		.	.	.			.	.	.	.		.	.	.			.	13
Conferences and symposiums	.	/	.	.	.	.	.	.	.	.		.	.	.		.	.	.	.	.	18
Short lectures at lunchtime or in the evening (20-45 minutes)		.	.		.											.	.	.		.	7
Dance performances (The Metropolitan Museum of Art: Hip-hop at the intersection with the middle ages)					.																1
Exhibitions of contemporary art (graffiti, street art, pop-art, comic animation and fantasy art)	/	/		/	.	.				.		.			.	/	/	/	/	/	13
Practice and internship at museum	.	.			.			.						.		/	/			/	8
Libraries and databases for research; collections of research results	.	.	.	.	.	.	.		.	.	.	.	.	.		.	.	.	.	.	18
Higher education, training courses, summer schools		.		/	.					.		.			.				.		7
Tours and exhibitions by films and books (Louvre - tour by the footsteps of the novel "the Da Vinci Code" heroes, the British Museum - tour by the film "Night at the Museum»)	.	/																			2
Associations, societies of graduates of clubs, clubs, courses of the museum (The Pushkin State Museum of Fine Arts)														.							1
Student union, student clubs (The State Hermitage Museum and The State Russian Museum)												.			.						2
EXCHANGE
Collaborations with other museums (The Metropolitan Museum of Art - ticket discounts)					/																1
Discounts and benefits for tickets/season tickets (up to 30 years old)	.		.	.	.	.	.		.	.	.	.	.	.	.	.	.	.	.	.	18
Involvement of young people in the modification of the museum (The National Gallery -Organization of Young Producers)			.					.													2
Receptions, evenings, thematic events					.		.					.						.			4
Musical concerts and performances			.		.	.	.	.		.		.	.	.		.	.		.	.	13
Film screenings	.							.	.			.	.			.					6
Opportunity to touch works of art (tides of gypsum)	.	.	.
EVERYPLACE
Social networks (VK, Facebook, Instagram, YouTube, Twitter), blogs and website	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
E-mail subscription					.				.	.				.		.				.	6
Ability to buy tickets online (e-tickets/reservations)	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	20
Mobile applications (tracking the influx of visitors, exhibition schedule, meeting room schedule, ticket purchase, technical support)					.							.	.			.		.			5
Online study with games and projects								.	.				.	.	.	.			.		7
EVANGELISM
Exhibitions with new technologies (projectors, touch computers, sound, virtual reality glasses, games, 3D walks)	.	.	.	.		.	.	.		.	.	.	.	.	.	.	.	.	.	.	18
Interaction with major digital companies (The British Museum and The State Hermitage Museum: Samsung Digital Discovery Centre )		.										.									2
Engaging celebrities and stars for cooperation (Tour of the exhibits included in the clip Beyonce and Jay-Z filmed in the Louvre)	.																				1
Free Wi-Fi	/	/	.													.			.		5
Interactive plan of the museum	.	.	.		.		.		.			.	.	.		.		.			11
Application that allows to find information about the picture (pointing the phone to the work)			.										.	.							3
Humor in the design of printed products (Louvre)	.																				1
Online calendar with filters (by date or type of event)	.	/	.				.	.	.	.	.			.	.	.	.	.	.	.	15
Applications dedicated to exhibitions and expositions	.	.	/			.	.	.	.	.	.	.	.	.	.	.	.	.	.	.	18
Virtual tour of exhibitions	.		.			.		.	.					.	.						7
Ability to download the audio guide on phone	.				.	.															3
Total, units	23	19	20	11	21	15	15	15	14	16	10	20	17	18	14	22	16	16	16	17	х



Appendix 9

Figure 1. Experience

Figure 2. Exchange



Figure 3. Everyplace

Figure 4. Evangelism



Appendix 10

Description of characteristics of the cultural products consumption by each group