The current situation on the Russian cultural market is vividly depicted by Daria Ivnitskaya, creator of the project “Marketing of culture”, the author of telegram channel and marketer of the Pushkin State Museum of Fine Arts. She says that cultural institutions are only now beginning to understand the need to communicate with the visitor. The “museum boom” began with the strategy of organizing “Blockbuster”, large-scale show exhibitions that are supported by influential sponsors (Curious., n.d.). The first attendance record was set at the end of 2015 by the “Blockbuster” exhibition “Valentin Serov. To the 150th anniversary of the birth”. 486 thousand people came to see it (Lenta.ru, 2016). This event represents a successful example of museum marketing strategy: noisy advertising campaigns, sensational press responses, atmosphere of excitement, high ticket sales, active commercial activity of museum stores. This kind of exhibitions allowed Russian museums to take a fresh look at PR-instruments and understand significant role of museum marketing. Sponsorship budgets have become comparable to the marketing budgets of commercial enterprises. Museum personnel willingly undertakes trends that have been already established in a business world. Daria Ivnitskaya also distinguishes media and digital technologies as one of the leading and progressive trends of contemporary museum marketing.

Summarizing the analysis of researches in the field of arts and, more specifically, museum marketing, we can see the transition from a narrow understanding of the marketing nature to the extension of this concept to the global level, to the concept of influence within the framework of managing cultural processes. The main distinguishing feature of the new marketing approaches in museums is moving the focus from the already mastered museum services or products to the development of new services, focused on the desires of visitors. Therefore, the development of museum marketing should begin with the analysis of the specific audience's needs.

1.4 Museum marketing for Generation Z

The ability of museums to attract young audiences is becoming increasingly important in the modern world. Despite the fact that the topic of Generation Z is becoming popular among researchers, the issue of bringing this generation to museums has not been fully considered. The available data is rather scattered, and scientists have not come to a common opinion about how young people perceive museums (Drotner, Knudsen, & Mortenesen, 2017) and how to better involve them in museum processes (Falk & Dierking, 2013). Nevertheless, in the process of studying the reaction of young people to the museum, rather curious results were discovered. When describing the view towards their experience in exiting and interesting museum, the most prevalent semantic categories of the young respondents are `learning', `being enlightened', `having fun', and `being absorbed'. On the contrary, the boring museum is described in more concrete, material terms, such as `heavy', dry', `monotonous' and `non-alive' (Drotner, Knudsen, & Mortenesen 2017, p. 16). This semantic analysis is interesting because the overwhelming majority of the representatives of Generation Z associated a good museum with entertaining and educational activities at the same time. Indeed, this conclusion is confirmed by the fact that young people appreciate more than others the existence of entertainment in the museum (Lin, 2006).

Digital media has been proposed as an important component in attracting visitors, as they more effectively influence modern audiences (Light & al, 2016). R. Manna and R. Polumbo (2018) made the contribution in research of the young audience' presence in Italian museums. They concluded that Web services and social networks are especially important for small museums, which must use their full technological potential to establish direct and interactive relationships with young visitors. What is particularly interesting, in addition to digital tools, excursions also have a positive effect on the ability of small museums to attract young audiences, which emphasizes the need for more direct and personal interaction with young people (Hughes & Moscardo, 2017; Manna & Polumbo, 2018). In big-sized museums, special events turned out to be a significant factor in the popularity of the museum, as well as places designed for relaxation, such as restaurants and cafes (Manna & Polumbo, 2018, p. 515) This finding emphasizes the entertainment's ability to eliminate the youth's feeling of exclusion in cultural institutions (Mason & McCarthy, 2006).

Museums which can establish a special modern dialogue with visitors, contribute to the development of their identity and improve their self-identification experience, as a rule, have a positive effect on the interest of young people (Skydsgaard, Andersen & King, 2016). This is especially important when it comes to the particular qualities of young people. Generation Z'ers independently create their own art: they actively take photos, edit videos, create music, web pages. Generation Z'ers also become curators of the art: they create Instagram feeds and spread art through multiple sources. Thus, this generation is already very closely connected with the process of cultivating and spreading art, and therefore the interest in what has been done and created by others, especially those who are older than them, is becoming questionable. It is also noted that Gen Z wants to get an active rather than passive experience in art. They want instant connections with people and their stories, want to participate in them (Pacific Standard, 2019). In the same vein, some researchers state that young people easier get involved when they have the opportunity to partake in the affairs of art institutions. V. Tzibazi (2013) examines the concepts of youth and inclusion that underlie museum practice. She notes that young groups are defined by funding bodies as “underrepresented” and “hard-to-reach audiences” (Tzibazi, 2013, p. 155). If cultural institutions such as museums want to create a participatory culture in which the younger generation is not only the recipient of museum experience, but also its co-author, they should trust this generation, enter into constructive dialogue with it and encourage genuine participation and transformative and effective practice for all interested parties (Tzibazi, 2013, p. 167).

Another approach to the engagement of young people was emphasized by Gofman, Moskowitz, & Mets, (2011), which claim that support services, such as cafes and restaurants, play a much larger role in youth inclusion. Their shorter attention span and interest to use such services in their traditional leisure places might be an important factor for a museum.

Overall, in the face of increasing competition and the desire of cultural institutions to expand their audience, museums are facing the problem of attracting the new, poorly explored generation. Cultural institutions see the representatives of Generation Z as a very demanding audience that is extremely versatile in their tastes, sometimes not quite interested in museums, since young people often perceive museums too outdated and little associated with their interests. But this portrait is not always accurate and does not reflect the complete opinion of young people about museums.

In this literature review we found out that high social activity and the need to constantly exchange information are peculiar to Generation Z. They are independent in judgment and do not like hard rules. Unlike their parents, Generation Z does not recognize the authorities, preferring to communicate on equal terms, which raises the need to speak with this audience on a personal level, that is, not from the position of an elite institution, but from the position of a “friend”. These people were born in the era of technological upheaval, and seem to be “hyper connected”: they manage their virtual contacts as a part of everyday life. The difference between real contacts and virtual contacts is more and more blurred, and this plays on their relationships with others in the “real” life. They quickly find their way into visual information. These aspects raise the question of museum's digitalization for young visitors. Generation Z loves unique, unconventional solutions and has a thirst for knowledge. The real experience become a new social currency for the new generation and the concept of educational and entertainment content begins to win their attention. Hence the boom in active pastime: festivals, master classes, or an unprecedented rise in the market of quests. These findings also lead to the current agendas of the issue on activities, which are the most interesting for Generation Z in cultural institutions and whether non-standard activities should be introduced at all to increase its attractiveness.

The specific factors that affect the attractiveness of such cultural institutions as museums among Generation Z still be very vague not confirmed by researchers. In Russia, this question remained mostly unexplored. In the next chapter, we will identify what marketing activities influence visits of Generation Z to the museum in Russia and offer recommendations to increase the attractiveness of the museum among the studied generation.

Statement of the research question

In modern times, a museum as a sociocultural institute undergoes various changes. New methods and techniques for the presentation of material appear, cultural and educational programs started developing in the direction of attracting different categories of visitors. This process contributes to a deeper integration of the museum in modern society. In particular, the content and design of the museum space is changing. Considering the information from the theoretical background, the authors of numerous studies on the current state of the museum sphere recognize the fact that museum institutions are turning into cultural and leisure centers focused on the provision of entertainment services. It is the transformation that forms the new museum “product”. For museum-type institutions, the main activity is carrying out exhibitions, thus the product is the presentation and interpretation of collections, as well as cultural and educational work, excursions, lectures, master classes, etc. If earlier a museum visitor was familiar with the algorithms of behavior and perception of a traditional museum which maintained the necessary setting for contemplation and concentration, then the modern mass visitor who became the main subject of culture, reoriented the museum to its need for active and entertaining pastime. Generation Z, which in the near future will become the main consumer of goods and services forces museums to resort to the new types of marketing activities. The problem arises in finding a balance between the cultural mission of the museum and entertainment and leisure activities, in other words, museums should derive an ideal formula for communicating with visitors, considering both variables. This is not only a new type of communication, but also the application of modern marketing activities in the museum space. The generation of young people that comes to the museum today is fundamentally different. The socio-psychological characteristics of Generation Z, their value system, their desires largely determine the landscape of the new educational and cultural environment of museums. Thus, the problem of research is the need for effective marketing activities that will meet the requirements of a changing society, and first of all, the people of the new generation. The modern Hermitage, like other participants in the market of cultural institutions, is a subject to influences of all kinds, the rapid pressure of the market, the emerging demands of the modern public on the museum.

Based on the literature review, it was revealed that very few researchers were concerned with attracting young audience to the museum. Nevertheless, they agree that Generation Z has a special role in the transformation of cultural institutions. In this regard, they are influencers and consumer actors. They do not undergo culture but participate in its development through its dissemination and co-creation. This generation is interested in innovations and shows imagination, prefers not to passively watch, but to create, to participate in various processes. Young people are ready to accept other people's ideas to generate their own.

It was also concluded that Generation Z does not have the same vision of information as previous generations. The information for them does not escape but it multiplies. What matters to them is not to hold the information but to know where to find it, as a result, they take the initiative to fetch information rather than wait for those to be delivered by their hierarchy. As it was revealed in a theoretical foundation, the important aspect in working with Generation Z is to become a “friend” with them on social networks and use digital technologies for the first communication. In this way, museums, along with other cultural institutions, are faced with the problem of understanding what will make Generation Z interested in them, which activities will positively influence their desire to visit these places, which event can become popular among Generation Z.

Thus, it is clear that one of the important issues of the museum's marketing activities is the problem of the new generation's involvement. The analysis of the literature review helped to identify the gap about the absence of unambiguous criteria for marketing activities that are attractive to Generation Z. The aim of the research is to identify the most attractive museum marketing activities for Generation Z's representatives. What marketing activities have a strategic impact on Generation Z in order to create an attractive image of museums? To get the exhaustive answer to this question, it is necessary to find out which marketing activities exist in museums, how often they are held and how do they influence the popularity of the museum among Generation Z. It is also important to understand whether there is a difference in the attractiveness of these activities among men and women of this generation, or these activities make an equal effect on both genders. The State Hermitage Museum becomes an interesting place for our research, since it organizes a large number of events and activities for visitors of different ages. The solve the tasks of the following research paper, answer the hypotheses and to obtain the most reliable results, is important to diversify the information, and therefore the various research tools were chosen. The quantitative and qualitative analysis were applied to perform the aforementioned tasks. Thus, the State Hermitage Museum experts from different departments were interviewed in the area of ??our research, and the statistical analysis of the database for the three years from 2016 to 2018 was carried out.

At present time, the activities of the museum become diverse in nature. However, it still be impossible to unambiguously assess how the new generation perceives the museum and what activities it uniquely prefers.

The hypothesis in the thesis work is a predictable result of the research, a scientific assumption that must be verified empirically or theoretically justified. The hypotheses are as follows:

H1 - The type of event affects its attractiveness among Generation Z's representatives. H2 - For male and female representatives of Generation Z different types of events have different attractiveness. H3 - For male and female representatives of Generation Z different themes of events have different attractiveness. H4 - The promotion channel affects the attractiveness of museum events among Generation Z's representatives.

The quantitative research method which is applied in this study, focuses on the calculation and classification of features, as well as on the construction of statistical models and numbers to explain what is observed. To measure the attractiveness of different events and effectiveness of marketing instruments which are used to promote museum for its audience, the statistical analysis of the data base was performed. The database consists of the list of young people who took part in the activities of the Hermitage's Youth Center for 3 years (for 2016, 2017 and 2018). The database shows the names of events, their types, subjects, date of the event, gender of people attended the particular event, as well as the channel through which each person was attracted. To support the results from the statistical analysis of our database and elaborate criteria which determine the interest of Generation Z in museums, the conduction of interviews was chosen as an auxiliary research method. 9 experts from the Hermitage museum were directly and indirectly related to the development of programs for young people and the attraction of a new generation to the museum through various promotion channels.

Qualitative research is aimed at obtaining in-depth, detailed information about the subject of research. Unlike quantitative methods, they focus not on statistical measurements, but rely on the understanding, explanation and interpretation of empirical (based on experience) data and are the source of the formation of hypotheses and productive ideas. A semi-structured type of interview was selected in the qualitative research. It creates conditions where the interviewer has a number of questions that represent the general form of an interview plan with an expert, but the sequence of questions may differ. In addition, the interviewer has the opportunity to ask additional questions in response to signals that seem significant in his or her opinion.

2. Methodology

2.1 Research design

The research design applied in the study was chosen in order to acquire information and deduce conclusions about marketing activities, which are the most influential for Generation Z. Both quantitative and qualitative data was processed during the investigation. The research process is divided into the four stages: analysis of previous investigations, formulation of the hypotheses, collection and analysis of qualitative data and processing of quantitative data.

To answer the research question and to reach the objective of the investigation, the stages were divided into sequences and the detailed plan was followed:

a) analysis of previous investigations;

b) formulation of the hypotheses;

c) collection and analysis of qualitative data

1) conduct of in-depth interviews;

2) content analysis of interviews;

d) processing of quantitative data

1) single-factor analysis of variance;

2) Pearson chi-square test;

3) evaluation of promotion channels' attractiveness for Generation Z's representatives.

After the last stage of the research was fulfilled, the results were obtained. Evaluation of the results allowed to provide recommendations on Generation Z's attraction to museums of Russia.

2.2 Hypotheses

The current research hypotheses are the assertions, based on the investigation of the scientific literature about Generational Theory and museum marketing. Notably the hypotheses of the investigation imply the answer on the research question, the core result of the study. It is vital to designate that attractiveness is indicated by the level of attendance. Considering the background, some researchers suppose that the representatives of Generation Z are no longer just the passive viewers, they need new types of interaction that will increase their interest. We want to check whether this statement about Generation Z could be applied to them in the museum space. The hypotheses are the following:

H1 - The type of event affects its attractiveness among Generation Z's representatives.

H2 - For male and female representatives of Generation Z different types of the events have different attractiveness.

H3 - For male and female representatives of Generation Z different themes of events have different attractiveness.

As it was revealed in the literature review, Generation Z is growing up in a world of almost limitless possibilities, but of limited time. 8 seconds is a filter that helps them process more important information. Generation Z perceives the Internet not as a space where people wander endlessly in search of interesting discoveries, but as an applied tool for solving specific tasks. In this way, we suppose that to attract this generational cohort to the museum it is important to use the specific promotion channel. The forth hypothesis is as follows:

H4 - The promotion channel affects the attractiveness of museum events among Generation Z's representatives.

2.3 Sample

The object of the research are male and female representatives of Generation Z. The population for quantitative methods of the research is all Russian visitors of the State Hermitage Museum, which attended the museum between 2016 and 2018. The sample, which is used in the investigation, is narrowed to representatives of Generation Z, young Russian visitors of the age 14-24. It worth mentioning there, that neither population of the research nor sample include foreign tourists, because of the cultural differentiation in behavior patterns. According to the data sources described below, there are three samples of the investigation. The first sample is based on the lists of registrations on the events of the Hermitage Youth Center. The sample consists of 48905 visitors of the Hermitage Youth Center, young people of 15-24 years old (elder pupils and students of all ages). Among them are 36950 women and 8771 men. The second sample is represented by the number of free admission student tickets sold in the State Hermitage Museum: in the Main Museum Complex and the General Staff Building. Behind these tickets stand students of all forms of education, young people of both genders of 17-25 years old.

The qualitative data information was obtained from the semi-structured interview. The sample of interviewed experts included specialists, responsible to communication with the audience and Generation Z precisely. The representatives of wide range of the State Hermitage Museum departments were interviewed, among them were employees of Hermitage Youth Center, Information Projects Department, Administration of General Staff Building, Department General Staff, Sector of Sociological Research and Lectorium.

2.4 Data sources

The first source of information is the qualitative data. It is the set of in-depth interviews with staff members of the State Hermitage Museum that face with Generation Z representatives in the museum on the regular basis. The questions in the interview were divided into blocks «audience», «marketing activities» and «promotion channels» in order to receive additional facts and explanations to the tested hypotheses. All questions in the interview were open-ended to encourage the respondents to provide additional information on the topic. First pool of respondents were the employees of the Hermitage Youth Center, who are the main experts and authorities regarding Generation Z and youth in general in the State Hermitage Museum. The Hermitage Youth Center is the department of the State Hermitage Museum which is responsible for working with young people. They develop unique educational programs on the history of art, the basic concepts of architecture, painting, sculpture and design, meetings and master classes of famous artists, intellectual exhibitions, performances, parties and excursions. As a part of the Hermitage Youth Center there is a Student club, where classes are held only for those, who is currently studying. In 19 sections, young people explore the history and theory of art from the primitive era to the present days and create their own exhibition projects as well. The classes are conducted by the scientific workers of the State Hermitage Museum in the classrooms or at the museum exposition. This department closely cooperates with Modern Art Department and provides deep educational background for the exhibitions of modern art. In other words, the Hermitage Youth Center gives young people the unique opportunity to get education in history of art and culture for free. The Hermitage Youth Center is also involved in the research about youth of the age 15-24 years old called “Museum 15/24”, organized and sponsored by the international consortium of State Hermitage Museum, “Hermitage Amsterdam” Foundation, the “Hermitage Museum XXI Century” Foundation and the Outsider Art Museum. The aim of the project is to develop new methods for attracting young people both to traditional and innovative museum practices. After that, the creators of the project are going to share knowledge and best practices with Russian and foreign museums, educational and scientific institutions in Russia and in the Netherlands. From January 2019 to December 2020, it is planned to implement more than 200 events, which will be attended by young people aged 15-24 years, museum specialists and specialists in museum and art education, art therapy. The project “Museum 15/24” will be the first methodological and exhibition-educational project in Russia, forming a unified methodological, informational and resource base of educational, educational, exhibition museum events.

The data sources include interviews of people, involved exactly in this project. The very first respondent was Anna Tyrenko, who curated students during experimental event in the framework of the project “Museum 15/24” and directly communicated with them during the project. Anna is the manager of the Hermitage Youth Center, where she is responsible for promotion of the Youth Center's marketing activities organization and promotion in social networks. Another respondent is Alexandra Sheveleva, who is also the employee of the Hermitage Youth Center and the curator of the project “Museum 15/24” from the side of the State Hermitage Museum. Ekaterina Bychkova is the lector of the author seminars which are devoted to fashion and design. She is also involved in the project “Museum 15/24” as a lector. From the side of the “Hermitage Museum XXI Century” Foundation the coordinator of the project “Museum 15/24” Ekaterina Kuvakina was interviewed. It was also interesting to talk about Generation Z with people not from the Hermitage Youth Center. One of such respondents was Ekaterina Sharova, the employee of the Information Projects Department (Press Service). Elena Filippova is the respondent from Lectorium. She is a PR-manager of Lectorium's educational programs and works with the visitors including young people. Tatiana Haritonova and Alexei Roshin conduct sociological researches of the State Hermitage Museum's visitors (See Appendix 1).

Quantitative analysis was conducted on the basis of the three sources of empirical data. Among them are the lists of registrations for the events of the Hermitage Youth Center, the database of student tickets issued in the Main Museum Complex from 2016 to 2019, the database of student tickets issued in the General Staff Building from 2016 to 2019 and in-depth interviews with experts of the State Hermitage museums from various departments, directly or indirectly working with visitors. The second data, more exactly, the lists of the registrations for the events of the Hermitage Youth Center were obtained through the direct request from the Head of the Hermitage Youth Center, because they contain personal information about visitors and can't be transferred to any third party. All events of the Hermitage Youth Center have free admission, though potential visitors have to pass the online-registration. The link to the registration is published in the profiles of the Hermitage Youth Center's social networks the two or three days before the event. This is done in order to regulate the number of people on the events and to fit the classrooms. Therefore, the lists of registrations are stored in the Internet in the private account of the Hermitage Youth Center and can be downloaded in the form of excel files. Every downloaded list of registration is a table, which contains the full list of people, who assigned for the event and also those, who assigned and refused. Every line of the table depicts the information about the event (name of the event, place and date), information that the visitors filled in the form (name, surname and e-mail), date of the registration and the traffic source. Traffic source shows from which website there was made a transition to the website with the registration. It can be the search engine name (for instance, google), direct traffic (the user entered the URL directly in the browser or went to the website from bookmarks), e-mail (the source of redirection was an e-mail newsletter), social network or external website. Overall the initial database was abundantly raw and demanded complete reorganization. It was the folder with 308 excel files, each comprising the information about the certain marketing activity. To be uploaded in any program, these files were united in one extended table, containing approximately 50 000 lines. According to the names and surnames the gender was defined, duplicate lines and refuses were deleted. Under the arrangement with the employees of the Hermitage Youth Center all personal data was deleted as well. Besides, in accordance to the hypotheses, the system of event types and event themes was worked out, thereafter, they were assigned to each line with the visitor. After all, the consolidated table was created to group the data.

The third database is represented by the number of the student tickets, obtained in the Main Museum Complex from 2016 to 2019, by month. The museum's ticket offices sell free admission tickets only with the registration of the documents, confirming the reasons for the free tariff (being a pupil, student, pensioner etc.). The ticket office does not register any statistical data about visitors, but assigns the type of the ticket sold. Every day it collects the number of people in each visitor group and sends it to the Sector of Project Finance, which issues annual report with the number of tickets sold in each visitor group during the year. The investigation demands the number of visits during narrower period, and the Sector of Project Finance's database allows to download the data about attendance per month. This type of data allows to see the flow of students in dynamic for three years (2016-2019). The admission database was required from the Sector of Project Finance.

The same database was required from the General Staff Building of the State Hermitage Museum, as these buildings have different ticket offices, that are not united. The substantial difference between the two museum complexes is in the number of visitors and in the type of the exposition. The General Staff Building is much less visited, because main tourist destinations (pictures of Raphael, Titian, El Greco, Rembrandt, Rubens, Leonardo da Vinci, Emperor interiors, Peacock Clock etc.) are situated in the Main Museum Complex. The Main Museum Complex is the residence for the core of the State Hermitage collection and consists of five buildings connected with each other by corridors and halls. These are the Winter Palace, the Small Hermitage, the Great (or Old) Hermitage, the New Hermitage and the Hermitage Theater. The General Staff exhibits mostly contemporary art, and overall exposition is smaller.

2.5 Methods

As a rule, the structure of the development of qualitative research consists of collecting and recording certain data, analyzing them and then displaying and disseminating the results which were obtained (Yin, 2011). An in-depth interview is a special qualitative research technique, conducted according to a predetermined plan and based on the use of methods that encourage respondents to detailed arguments on a range of questions that the researcher is interested in. An in-depth interview involves receiving detailed answers from the respondent to marketing research questions (Boyce & Neale, 2006). In-depth interviews usually suggest a conversational mode. Semi - structured interviews are non-standardized and are intended for making qualitative research. When conducting semi - structured interviews, the list of topics for discussion or questions is required and they may change during the interview process. This means that some questions can be omitted if needed, for example, by the particular department in which the research is conducted. The order of the questions in this case can be changed depending on the direction in which the conversation develops. If necessary, the researcher can also ask new questions, especially if he or she is interested in aspects related to the features of a particular activity. This nature of the interview involves recording data or using a voice recorder. The goal of such qualitative analysis is to encourage interview participants to reconstruct their own experience in the field of our study and the reality in their own words. In this way, the interview cannot be based solely on the questionnaire created by the researcher for the group of interviews. One person may be interviewed gradually in parts, first goes to cover the role of this participant, his history; the second can relate to events related to a specific research topic; and the third can cover the participant's thoughts on the value of the experience (Seidman, 2006). In its course, the researcher raises the prepared questions, but still have the freedom to move on to research topics arising in the process of conducting an interview. Unlike a structured interview, in a semi-structured interview, the freedom of the researcher is not limited to a set of specific questions.

An in-depth interview conducted with a respondent who has high qualifications in a particular subject area is a separate type of marketing research -- an expert interview. The purpose of such a conversation is to reveal the specific nuances of the event or subject being studied. This is achieved through an interview with a highly competent professional. To receive an effective result from the qualitative analysis of the interview, the correct choice of the respondent is necessary. It is very important that the respondent works in the areas in which the research is conducted and that the activity of a particular interviewee matches the activities of the museums for which recommendations are being developed.

A prerequisite of this qualitative method is the development of a content analysis table - the main working instrument with which the research is conducted. The type of table is determined by the research stage. Such a table outwardly resembles a questionnaire: each category implies a number of answers according to which the text content is quantified. The content analysis of the interviews is an additional method used in the following research paper. Krippendorff (2004) defined content analysis as an empirically grounded method, exploratory in process and as “a research technique for making replicable and valid inferences from texts (or other meaningful matter) to the contexts of their use” (p. 18). The application of the content analysis method is useful due to the fact that it allows researchers to analyze the text according to predetermined theoretical categories, selected according to the results of the study of theoretical works on the subject under study. The starting point for quality content analysis is transcribing the texts of interviews collected. The main purpose of quality content analysis is to systematically convert a large amount of text data into an organized and brief summary of key ideas and results.

The advantages of this research method include: the ability to get detailed answers on the questions; the most relevant information on the market provided by the expert; the interviewer can understand the approach and the very way of thinking of market participants; the obtained information allows to make forecasts, even in the absence of the necessary amount of statistical information. Due to the use of qualitative method of research, we note the impossibility of generalizing the results; however, the use of text-based analysis techniques allowed us to obtain deeper conclusions that can be used in a comparative perspective in further research.

Most of quantitative analyzes were conducted in R. R is a programming language for statistical data processing and working with graphics, but at the same time it is a free open source software environment. R is applied not only for the statistics processing, but also for the “primary” analysis (graphs, contingency tables), and advanced mathematical modeling. On the other hand, the main computational power of R is best manifested in the statistical analysis: from calculating averages to temporal wavelet transformation of rows.

To check the first hypothesis, the analysis of variance was chosen. ANOVA is a single-factor analysis of variance, designed for simultaneous comparison of the average values of two or more groups. It is the most suitable tool to test the H1 of the current research, because it can process more than two groups of data (in contrast to t-test, for example).

ANOVA employs the formula xij = X¯ + (xi¯ - X¯) + (xij - xi¯), where (xi¯ - X¯) is the deviations of group averages from the total average value (i.e., calculated from all values of visits), (xij - xi¯) are the deviations of individual observations from the average value of the group to which they belong. Using these deviations, and also taking into account the number of groups analyzed and the number of observations in each group, R calculates the inter- and intra-group variances and compares them using Fisher's F-test. Based on the value of the obtained criterion, the probability of the validity of the null hypothesis is evaluated.

The null hypothesis for ANOVA is that there is no statistical difference between groups. It assumes that the residuals have the same standard deviation in all groups. In other words, it means that all types of the Hermitage Youth Center's events are equally attractive for the representatives of Generation Z (are equally visited). The alternative hypothesis states, that there are some preferences in the types of the event. The following test examines if there are any differences between groups, if the null hypothesis true or not. The groups in the current investigation are types and themes of the event, the differences are indicated in the number of visits. In current research ANOVA was conducted in R program by the application of function «oneway.test». To make the results applicable, post-hoc pairwise comparisons were performed with the use of the function «pairwise.t.test». Post-hoc pairwise comparisons discover, which pairs of groups particularly differ from each other. To adjust the P - values with Bonferroni correction through the function «bonferroni» and to reduce the familywise error rate (the probability of making at least one false conclusion or Type I Error). Nevertheless, Post-hoc pairwise comparisons also don't show which types of events are the most attractive for Generation Z's representatives. Consequently, the research resorts to auxiliary method of comparative analysis. Comparative analysis allows to calculate the objective attractiveness of events from both visitor and organizer sides and to create the list of the most attractive for Generation Z's representatives forms of interaction with the museum. For this type of analysis, it is needed to collect data about the number of events in each group and total number of visitors, that came to all of these events. Then, for each group, an indicator of attractiveness is calculated by dividing the number of events by the number of visitors. This means that if one event is often organized, there are positive prerequisites for this: cost reduction, ease of promotion, concise format, etc. The indicator of attractiveness for visitors is calculated by dividing the number of visitors by the number of events. In this case, we get the average number of visitors for these events, that is, popularity (comparable among events of a similar scale). After that two ratings are created. The types of the events are sorted according to the corresponding variables from the biggest to the smallest. Those types that took the first ten positions in both ratings are recognized as more in demanded.

To check and to elaborate on H2 and H3 Pearson chi-squared test in R is used. With the employment of this tool it is possible to make a conclusion if different types of the events and different themes are attractive for male and female in different ways (are visited with the different intensity by each gender), which have practical implementation.

Pearson chi-squared test indicates if rows and columns in a contingency table depend on each other. Chi-squared test shows the statistically significant association or its absence. In the research's case, the objective of Pearson chi-squared test is to find out, if the type or theme of the event influence the level of attendance of men and women from Generation Z. In other words, it is checked, if the variable type or theme of the event (x) and the variable number of male or female visits (y) are independent or dependent variables.

To reach the objective, the chi-squared test is applied to the contingency table in R. Contingency table was formed from the table of lists of registrations for the events of the Hermitage Youth Center. From the list of visitors who attended certain events, a list of events was compiled. This list included the types, themes and number of representatives of Generation Z of both genders who were presented at a particular event. To conduct chi-squared test in R the «chisq.test» function was applied. If the P-value is higher than 0.05, the null hypothesis about independence of variable is approved, if it is less, the null hypothesis is rejected and alternative hypothesis can be verified. The alternative hypothesis states, that there is statistically significant association between observed variables. The null hypothesis is that there is no statistical difference between groups. The null hypothesis (H0) for H2: the type of the event does not influence the number of visits of male and female Generation Z's representatives. Null hypothesis (H0) for H3: the theme of the event does not influence the number of visits of male and female Generation Z's representatives. Alternative hypothesis (H1) for H2: the type of the event influences the number of visits of male and female Generation Z's representatives. Alternative hypothesis (H1) for H3: the theme of the event influences the number of visits of male and female Generation Z's representatives. If p-value is less than 0,05 null hypothesis in both cases is rejected.

For the investigation not only the fact of association is important. To achieve the practical application it should be defined, to which extent the type or theme of the event influence the number of men and women attracted. To do that, standardized residuals are employed. They are computed after chi-square test is conducted by the application of package «ch1$residuals».

In statistics, outside the R program, the Pearson formula is used to calculate the chi-square test: chi^2 = sum [(fo-fe)^2/fe], where fe - expected frequency and fo - observed frequency. Pearson Chi-square test calculates the sum of squares of standardized residuals for all fields of the contingency table. Therefore, fields with a higher standardized residual make a more significant contribution to the numerical value of the chi-square test and, therefore, to a significant result. The standardized residual 2 (1.96) or more indicates a significant discrepancy between the observed and expected frequencies in a particular cell of the table.

To visualize the Pearson residuals in details, «corrplot» function is applied. In the current investigation the «circle» visualization method is used. The correlation matrix shows the association between the certain type or theme of the event and with the frequency of male or female attendance. The diameter of circles indicates the intensity of association, while color depicts the positive or negative correlation. Positive associations are blue, while negative associations are red. The color saturation and diameter are proportional to the Pearson residuals.

Results

Before testing the hypotheses, the in-depth interviews with experts and content analysis on the basis of them were carried out in order to study more deeply the topic of Generation Z in the museum.

To make the content analysis valid, the constructs and sub-constructs were carefully specified (See Appendix 2). The complete table of content analysis with codes, constructs and category schemes is presented in the appendices. The analysis of the in-depth interviews with The State Hermitage Museum experts is represented below.

Most of the experts confirmed our conclusion from the theoretical foundation that now there is an observed trend in the development of leisure preferences of Generation Z. Interviewees mention TED, video - content, different podcasts as very popular among this generation when they discover the sphere of art and culture. “There is also an entertainment aspect, parties, music. Such interdisciplinary activities of the Youth Center are always the most interesting” (Expert 1). Another interesting fact which was introduced in the literature review is developing competition for the Generation Z's attention among cultural institutions. Experts accept this trend: “we have a competition with other entertainment places, for example, with New Holland and other cultural institutions». There is also competition with other museums and galleries as now they are opining many different lectoriums: “KGallery opened its lecture program, the Russian Museum did the same, and so on. Unfortunately, many lektoriums are created by non-professionals.” (Expert 3).

Experts were asked to describe how they see a typical representative of Generation Z in the museum. The majority of respondents noted such characteristics of Generation Z as creativity, visual and auditory learning styles. Some experts also noted that mainly young people who have a certain passion in the field of art come to the museum: “they come to us because they want it themselves, they are very interested in our activities. Usually we do not have random people” (Expert 5).

Most of the experts share the opinion that it is more difficult to attract boys to the museum, they participate in the activities of the State Hermitage Museum much less frequently than girls. The Manager of the Youth Center department Anna Tyrenko states that “there are much more girls in the Youth Center. I think this is connected to a certain extent with stereotypes about museums among boys”. This opinion was approved by other interviewees: “boys don't visit museums”, “girls come much more than boys” (Experts 2, 6), “I think this happens everywhere in the museums” (Expert 5). As a result, the typical representative of Generation Z in the museum has a woman's face.

Table 3 Portrait of Generation Z in the museum

Speaking about the most popular events among Generation Z, all experts turn to the activities of the Youth Center, which operates in the General Staff Building. The interviewees state that lecture format gets the highest feedback. The Youth Center actively implements art mediations - activities, creating emotional encounter with a work of art. As respondents stated, this format becomes more and more popular among young people.

Some of them found complicated to identify the specific preferences of this audience: “they somehow like everything, every topic has its own audience”, “It is difficult to understand what they like and what they don't”.

Table 4 Popular activities among Generation Z

However, experts showed different opinions on the main cause of museum attractiveness among Generation Z. Some of them mentioned that active, entertaining interaction is necessary for Generation Z in the museum, while other experts expressed the view that many of young people prefer classical, conservative ways of pastime in museum: excursions and lectures on classical art.

Particularly interesting insights were received from the respondents of the Youth Center Department, which provide lectures, thematic workshops, creative evenings and meetings with artists and historians: “They like the activities of the Youth Center, although classical art still remains, especially among young people with a humanities degree”. Experts mention the following stimuli: “they are looking for contemporary art”, “they like speakers, discussions with them. There is also an entertainment aspect, parties, music.”. The attractive museum becomes for them “a place of creative freedom” (Expert 1). Other experts mentioned the difficulty to catch young people: “Perhaps this is due to the association with the fact that the museum is something old, conservative” (Expert 2). One more interesting phenomenon which was highlighted in the literature review was that this generation actively wishes to be heard, to have the opportunity to speak with the world. In this regard, many young people attend the interactive events of the Youth Center.