Experts also noted that such factors as the need for social approval, the trend for having knowledge about art particularly strongly motivate Generation Z to come to the museum. An interesting assumption was made by Tatyana Kharitonova, the researcher of the General Staff Building Department. She states that young people are attracted by the psychological atmosphere of the museum. This includes many factors, including professionalism and friendliness of staff, architecture, interior space, service, exhibitions. As it was revealed in the literature review, the visual and emotional language of the museum also evolves, as do other technological transformations that people encounter in everyday life. The value of the museum must be adapted to the language of modern youth. Some of the interviewees said that horizontal interaction with Generation Z, informal communication is important in their attraction and retention. This opinion is confirmed by the staff members of The State Hermitage Museum: “The festival gives visitors real communication, they see that we are young employees of the Hermitage, we create the image of a modern, but at the same time, a classical museum. We are a modern institution, we are modern employees, but at the same time we have eternal art” - says Ekaterina Sharova, the Head of the News Sector in the Hermitage Press Service. The methodologist of the scientific and educational department of the Youth Center supports the previous opinion: “we need to show a certain level of balance between professionalism and a natural, relaxed atmosphere”.

Table 5 Motivation to visit the museum

Characteristics	Number of citations	Characteristics	Number of citations
Dialogue	7	Horizontal communication	4
Opportunity to speak	7	Innovative format	4
Self-development	6	Educational activities	4
Self-actualization	5	Atmosphere of the event	3
Socialization	5	Special community	3
Specific lecturer	4	Classical forms of events	2
Personal Interaction	4	Search for like-minded people	2

When answering the question of how it is possible to segment the Generation Z representatives which participate in activities of The State Hermitage Museum, the majority of experts propose to divide them on the basis of their education, such as high school seniors and university students (Experts 1, 2, 6, 8) or young people with degree in art/other humanities and those who are interested in art (Experts 3, 4), in other words, “amateurs” and “professionals” (Expert 5). Also, the Hermitage “15/24” project is now engaged in researching the preferences of young people and creating a focus group to explore what will help to attract an interested group and which methods work for those young people who are far from museum culture.

It was also particularly interesting to know where Generation Z obtains information about the activities of the museum and through which channel the largest number of young visitors is attracted. Experts note that the State Hermitage Museum uses a large number of attraction channels for catching potential visitors, but it is easier to find young people in social networks. Interviewees also expressed the view that it is quite challenging to attract Generation Z through all channels, they need to find a special approach to this generation. Also, experts note the problem of restrictions in advertising, since the museum remains at a certain level of cultural institutions. Even on social networks, the Hermitage posts have to be more formal than in other cultural institutions, and to maintain a certain official style. Experts say that this generation will not read long texts on social networks, they need visualized information, a beautiful and attractive picture. Such social networks as VKontakte and especially Instagram cope with it. The print media and television were named by experts as a not very effective channels of promotion for the young audience. Also, several respondents gave examples of online newspapers that are quite popular among representatives of the studied generation and that can be evaluated as promising methods of attracting young people.

Table 6 The use of promotion channels to attract Generation Z

Channels	Number of citations	Channels	Number of citations
VKontakte	9	YouTube	2
Instagram	7	Word of mouth	2
Facebook	5	Print media	2
Sobaka.ru,	3	Twitter	1
Bumaga,	3	The Village	1
Afisha	2	Television	1

Thus, the content analysis of interviews with experts of the State Hermitage Museum showed that, in general, the people of the studied generation prefer more interactive activities, lectures on contemporary art, events in which it is possible not only to passively listen and watch but also directly participate. The Hermitage employees also noted the growing role of online information sources for young people, Experts mentioned the importance of establishment of initial contact with Generation Z in the museum which starts from the promotion channel and continues inside the museum. Apart from that, the experts unanimously noted the lack of the male members of Generation Z in the museum, and the question of which activities can be more or less attractive among men and women remains unexplored. The majority of experts supposed that the presence of marketing activities in the State Hermitage Museum affects the attractiveness of the museum among Generation Z. However, to check theses assumptions, it is necessary to turn to a quantitative analysis of the database, which will be carried out in the next section.

Before switching to the test of the research hypotheses, we would like to address the question that arose during the interview process. The experts disagreed on whether there is a certain influx or outflow of young visitors in the Hermitage in certain months, in connection with which the attractiveness of museum's event could also change. We requested a database on The State Hermitage Museum's student's attendance for three years. The first table included the information about The General Staff Building and the second one included the data from the Main Museum Complex (See Appendix 2).

The following graph illustrates the average amount of students visited the General Staff Building from 2016 to 2018. The vertical axis shows the number of visitors, the horizontal axis represents months from January to December. It can be seen that the number of visitors falls slightly in April and then continues decreasing till May. Than it is possible to observe the increase in July till around 6 thousand people. The number of visitors falls dramatically in September to approximately 3,5 thousand people, however, in October, the bar chart shows a positive trend in attendance and makes up to approximately 5,5 thousand visitors. Finally, the number of visitors decreases in December till around 3,8 thousand visitors per month. This distribution of attraction channels can also be justified by the fact that Internet newspapers do not advertise all the activities of the Youth Center, while VKontakte and other social networks are trying to highlight more events.



Figure 1. The average number of students visited the General Staff Building between 2016-2019, by month

The next bar chart represents the average number of visitors of The Main Museum Complex from 2016 to 2018. According to the chart, there are slight fluctuations over the whole observed period. However, as well as in the previous graph, we can see some decrease in May, June, September and December.

Figure 2. The average number of students visited the Main Museum Complex between 2016-2019, by month

Since the main outflow of students occurs before the start of exam sessions and in the beginning of study year, we tend to assume that at this time the attractiveness of the museum becomes less efficient, and the attendance of events decreases sharply.

Based on the analysis of events held by the Hermitage Youth Center from 2016 to 2018 and their descriptions in social networks, the groups of events according to their types and themes were identified for further research of Generation Z's attraction towards them. There were distinguished the following sixteen types of the events: Author seminar, Art mediation, Virtual discussions, Meeting, Lexicon of modern art, Lecture, Lecture of famous person, Marathon, Master-class, Organizational meeting, Project opening, Performance, Film screening, Book presentation, Public discussion and Excursion.

Besides, there was conducted another type of grouping, according to themes. All in all, there were distinguished 28 themes, to which the Hermitage Youth Center devote its events most frequently: Antique art, Architecture, Party, East, Temporary exhibition, Temporary modern art exhibition, Fashion and design, Documentary film, Foreign culture and art, Interpretation of art, Art of the second half of the XX century, Art of the second half of the XIX century, Art of the first half of the XX century, History of cinema, History of art and culture, Classical art, Media art, Museology and art market, Music, Public art, Presentation of educational programs, Russian culture and art, Science art, Sculpture and pictorial art, Modern Art, Typography, Photography and Feature film.

To confirm or reject the H1 one-way ANOVA test was conducted (See Appendix 2). It was needed to check, if the type of the event affects its attractiveness among Generation Z's representatives. In the current investigation the compared groups of variables are the types of the events with the number of visitors. The function «oneway.test» was used to perform the analysis in R. The result of the single-factor analysis of variance shows that there are statistically significant differences between variance of average number of visitors for each type of event, consequently, type of the event plays a role. H1 is confirmed: the type of the event affects its attractiveness among Generation Z's representatives.



Figure 3. One-way analysis of means

To enhance the practical application of this method, Post-hoc pairwise comparisons were implemented (function «pairwise.t.test»). It should be noted that Pairwise multiple comparisons doesn't show which types of events are the most attractive for Generation Z's representatives in Russia, however, it represents the difference between each pair of means and builds a yield a matrix where asterisks indicate the most significantly different group means. In our case, the Post-hoc analysis showed, between which types of the events the difference in visits is particularly significant. The result of Post-hoc pairwise comparisons is depicted in the table below. As it is seen from the table, Public discussion and Marathon are the most contrast, comparing to other means. There are two possible prerequisites: either these types of the event are the most visited in the Hermitage Youth Center or the least visited.

Table 7 The rating of events' types, most popular among organizers



Further, to extract more details, the comparative analysis was implemented. On this stage of the research, themes of the events are involved, so that it is possible to understand not only the most preferable types of events but also preferable themes of events. The following table represents the rating of variables, which was received in the result of the dividing the number of events of a certain type (N) on the total number of visitors, that attended this type of events between 2016-2018 (n).

Table 8 The rating of events' types, most popular among organizers

Type of event	N / n	Type of event	N / n
Book presentation	0,017	Lecture of famous person	0,007
Excursion	0,014	Film screening	0,007
Art mediation	0,013	Project opening	0,006
Master-class	0,013	Lecture	0,006
Author seminar	0,012	Virtual discussions	0,006

After the number of visitors was divided on the number of events, another rating was composed. This is the rating of the ten most visited types of event, and it is reflected in the table below.

Table 9 The rating of events' types, most popular among visitors

Type of event	n / N	Type of event	n / N
Marathon	1698,0	Lexicon of modern art	204,8
Public discussion	449,0	Virtual discussions	181,3
Organizational meeting	286,5	Lecture	159,9
Meeting	261,7	Project opening	156,3
Performance	210,5	Film screening	137,1



The types of the events, that received the first ten positions of both ratings are evaluated as attractive for Generation Z. They are Virtual discussions, Lecture, Project opening, and Film screening.

Overall, answering the H1, the type of event affects its attractiveness among Generation Z's representatives. Elaborating on this hypothesis, the several research instruments showed, that the most attractive types of events are the format of virtual discussions, lectures, the opening of new projects and film screening. Interestingly, most of the listed types of events are classical and conservative, except virtual discussions.

After finding the general tendency among Generation Z's representatives towards types of the events, the narrower analysis was conducted. In the framework of the research, it is interesting, as it is stated in H2 and H3, if male and female are differently attracted by different types and themes of the events or they have similar tastes. To validate that, the Pearson chi-square test in R program was held (See Appendix 2). In the majority of results the number of female and male visitors from Generation Z were significantly related to the type of the event. In other words, we can accept the alternative hypothesis, which is that the true total odds ratio is not equal to 1. This also confirms the program-calculated 95% confidence interval for the odds ratio, which does not include 1.

With the use of «corrplot» function, the results of chi-square normality test were visualized in the correlation matrix. The visualization of the chi-square test in R is more convenient comparing approximately 5 types of events, so the results were divided into blocks. The circles in matrices are indicators of Pearson residuals in the column «Freq».

Table 9 Pearson residuals

Gender	Type	Freq
Female	Art mediation	-0.6971425
Male	Art mediation	1.4376787
Female	Author seminar	-1.4981532
Male	Author seminar	3.0895587
Female	Lexicon of modern art	1.5805577
Male	Lexicon of modern art	-3.2594972
Female	Meeting	-0.5080925
Male	Meeting	1.0478111
Female	Virtual discussions	1.7964723
Male	Virtual discussions	-3.7047660

Matrices show the association between a certain gender and a certain type of event. According to the indicators, depicted in the first matrix, the type «Author seminar» is associated with men. However, it does not mean, that the number of male visitors prevails on these events. It signifies, that the concentration of men on this type of event is higher than usual. There is also slight preference of «Art mediation» format. «Lexicon of modern art» and «Virtual discussions» are on the contrary less interesting for men. Between women, there is no contrast in preferences. They tend to go to «Lexicon of modern art» and «Virtual discussions», but this preference is not utter Female visitors are less attracted by «Author seminar» format.

Figure 4. Pearson's Chi-squared test, first five types of events

Figure 5. Correlation matrix, first five types of events



The second matrix depicts contrary attitude to the «Marathons» between men and women. The results show that men much more often attend this type of event, while women tend to visit it rarely than it was expected. Also, there is a minor rejection of «Lectures» and «Organizational meeting» among men representatives.

Figure 6. Pearson's Chi-squared test, second five types of events

Figure 7. Correlation matrix, second five types of events

The third matrix shows that male visitors prefer performances, while female visitors not. Other themes do not have any significant differences. However, p>0,05, and the risk of the Type 1 error is too high. The result with these five types of events can't be considered.



Figure 8. Pearson's Chi-squared test, third five types of events

Figure 9. Correlation matrix, third five types of events

To summarize, there appeared the following preferences among men and women of Generation Z in the types of the event. Men tend to more actively visit types of the event «Author seminar», «Marathon» and «Performance», while women - «Virtual discussions» and «Lexicon of modern art». From the Pearson chi-square test's results, it is seen that for male and female representatives of Generation Z different types of events have different attractiveness. Hence, the H2 is approved.

Pearson chi-square normality test was also applied to the themes, which provided the possibility to describe the various preferences in areas of knowledge between gender groups. The principle of analysis is equal to the previous one, but on this stage, the association between themes and preferences of female and male representatives of Generation Z is observed. On the first correlation matrix, it is depicted, that theme «Architecture» is particularly popular among men, while for women it is not so interesting, comparing to average means of attractiveness. At the same time, male representatives of Generation Z rarely go to the events, devoted to the topic «Antique art», they also avoid «Party» and take relatively low interest in themes «East» and «Temporary exhibition». Oppositely, women are associated with «Antique art» and don't mind partying.

Figure 10. Pearson's Chi-squared test, fist five themes of events

Figure 11. Correlation matrix, first five themes of events

Concerning the second correlation matrix, devoted to the themes, we can notice, that, in contract to classical temporary exhibitions, «Temporary modern art exhibitions» attract male visitors to the State Hermitage Museum. Also, they keen on «Documentary film» and absolutely not associated with «Fashion and design». Theme «Foreign culture and art» is also not of interest for them. Women pay more attention to the events devoted to the «Fashion and design».



Figure 11. Pearson's Chi-squared test, second five themes of events

Figure 13. Correlation matrix, second five themes of events

According to the third correlation matrix, female museum visitors don't like «History of cinema», while male visitors show great interest to this topic. In contrast, most other subjects in this set, «Art of the second half of the 20^th century», «Art of the second half of the 19^th century», «History of art and culture» are unattractive for them.

Figure 14. Pearson's Chi-squared test, third five themes of events



Figure 14. Correlation matrix, third five themes of events

The fourth matrix illustrates that unlike women, men are exceedingly involved in the theme «Music». Though, men avoid topics «Classical art», «Museology and art market» and «Public art», which for women are relatively curious.

Figure 15. Pearson's Chi-squared test, fourth five themes of events

Looking at the fifth matrix, it can be concluded that men are associated with «Science art» much more than women. However, men tend to skip events, devoted to «Presentation of educational programs», while women try to attend them.



Figure 16. Correlation matrix, fourth five themes of events

Figure 17. Pearson's Chi-squared test, fifth five themes of events

Figure 18. Correlation matrix, fifrth five themes of events

From the first glance on the sixth correlation matrix, it becomes obvious that «Typography» is utterly uninviting subject for men and favorable for women. Men there are attracted by «Photography».



Figure 19. Pearson's Chi-squared test, sixth five themes of events

Figure 20. Correlation matrix, sixth five themes of events

For the visibility, the preferences and rejections in subjects of both genders were transported in the table along with Pearson residuals. As a summary of the results it can be said that female visitors from Generation Z frequently attend events of the topics «Fashion and design», «Antique art», «Typography», «Classical art», «Museology and art market» and «Public art». Male visitors from Generation Z are inclined to visit those events of Hermitage Youth Center which devoted to the themes «Architecture», «Temporary modern art exhibitions», «Documentary film», «History of cinema», «Music», «Science art» and «Photography». As it is noted from correlation matrixes, men have more utter preferences, then women, but, at the same time, they tend to reject other themes more principally. Besides, the interesting fact for us is that despite women among Generation Z tend to visit events of the Hermitage Youth Center more frequently in nearly 4 times for men there are much more tendencies in preferences. To conclude, the Pearson chi-square test showed that for male and female representatives of the Generation Z different themes of the events have different attractiveness. The null hypothesis is denied, and the alternative hypothesis is verified. The most notable conclusion there, that male representatives of Generation Z are more sensible to such factors as type and theme of the event, and their level of attendance depends on these factors. Female representatives have less strict preferences and actively attend all types of events and all themes with minor deviations.

Table 9 Pearson residuals

Female	Male
Preferences	Freq	Rejections	Freq	Preferences	Freq	Rejections	Freq
Fashion and design	2.53	Temporary modern art exhibition	-2.99	Temporary modern art exhibition	6.36	Fashion and design	-5.38
Foreign culture and art	1.79	Science art	-2.09	Science art	4.5	Foreign culture and art	-3.81
Museology and art market	1.49	Music	-1.9	Music	3.7	Presentation of educational programs	-2.85
Classical art	1.39	History of cinema	-1.71	History of cinema	3.63	Museology and art market	-2.9
Presentation of educational programs	1.32	Architecture	-1.46	Architecture	3.16	Classical art	-2.7
Public art	1.22	Documentary film	-1.46	Documentary film	3.1	Interpretation of art	-2.45
Interpretation of art	1.15	x	x	Photography	0.91	Public art	-2.38
Antique art	1.06	x	x	x	x	Antique art	-2.29
Typography	1.01	x	x	x	x	Typography	-1.96
	Art of the second half of the 19th century	-1.75
	History of art and culture	-1.7
	Art of the second half of the 20th century	-1.64
	Party	-1.56
	Russian culture and art	-1.23
	East	-1.02
	Temporary exhibition	-0.91

Considering the information from the literature review and results of the in-deep interviews with experts, we can assert that technologies developed along with post-millennials, so this generation is characterized by deep immersion in the digital space. As a result, Generation Z uses the maximum of Internet sources to obtain important information which is important for them. As they are surrounded by a huge amount of internet sources, various information channels might influence their consumer behavior. We decided to prove whether the museum's promotion channel affects the attractiveness of museum events (H4). Testing of this hypothesis was carried out both on the entire sample, and separately on men and women. The basic method that we used Analysis of variance, ANOVA (See Appendix 2). The results of analysis of variance are presented in table.

Table 10 Analysis of variance

Category	Parameter	F-test	P-Value
All	Traffic-source	54,91	0,00
Men	Traffic source	34,51	0,00
Women	Traffic source	59,6	0,00

As we can see, attendance in all cases clearly depends on the type of event, as well as the source of traffic.

H4 is confirmed: the promotion channel affects the attractiveness of museum events among Generation Z's representatives. To elaborate the result, the differences in attendance depending on the source of traffic by gender were checked. The results are reflected in the graph of average values.



Figure 21. The graph of the mean values by traffic sources (women).

Figure 22. The graph of the mean values by traffic sources (men).

As we can see, the attendance in all cases clearly depends on the source of traffic. The distribution of mean values for men and women does not differ (Chi-square = 0.003, p> 0.05). In general, sources can be divided into high-efficient (websites and social networks) and low-efficient (messengers, search engines and mail). Direct traffic occupies an intermediate position.

To visualize which exact types of channels are the most popular, the ranking of the traffic channels was created. Here it is possible to see that Vkontakte is the most effective source for attracting Generation Z's representatives, and such Internet sources as Kudago, Internet media Sobaka.ru, Bumaga and other channels of attraction do not have a big impact on this audience. The distribution of attraction channels can also be justified by the fact that Internet newspapers do not advertise all the activities of the youth center, while VKontakte and other social networks are trying to highlight more events.

Figure 23. Traffic sources sorted by the number of visitors

According to the graph, it is possible to see that Vkontakte is the most effective source for attracting Generation Z's representatives, promotion of events through Instagram and Facebook attracts fewer audience sand such Internet sources as Kudago, Internet media Sobaka.ru, Bumaga and other channels of attraction do not have a big impact on this audience. The distribution of attraction channels can also be justified by the fact that Internet newspapers do not advertise all the activities of the youth center, while VKontakte and other social networks are trying to highlight more events.

Overall, in this part, the qualitative and quantitative analyzes were carried out to answer the research question. The content analysis of nine interviews with experts of the State Hermitage Museum was carried out, as a result of which the main characteristics of Generation Z, their motivation and preferences in the museum were revealed. The quantitative analysis helped to confirm the developed hypotheses. According to them we can say that the type of event affects its attractiveness among Generation Z's representatives, for male and female representatives of Generation Z different types as well as themes of events have different. Also, we can conclude that the promotion channel affects the attractiveness of museum events among Generation Z's representatives. The discussion of the results is presented in the last part of the research paper.



Conclusion

Socio-cultural trends in the development of cultural institutions lead to a focus not only on the classic activities of the museum, but also on its performance as an additional educational center with leisure and entertainment activities for visitors. Generation Z are the next great influencers of tomorrow and museums and other cultural institutions have to be forward-looking to keep a competitive advantage. Those who do not plan ahead and do not take actions to reveal and embrace Generation Z's unique characteristics will fail to develop marketing strategies to attract this audience in future.

Overall, the results of the research can be admitted as entirely satisfying and research itself as successfully completed. It was approved that the type of event affects its attractiveness among Generation Z's representatives(H1), for male and female representatives of Generation Z different types and themes of events have different attractiveness (H2, H3), promotion channel affects the attractiveness of museum among generation Z(H4). The discussion of the results is provided below.

Elaborating on the first hypothesis, several research tools have shown that the formats of virtual discussions, the opening of new projects, lectures and the film screening are the most attractive types for Generation Z representatives.

Despite the fact that, in general, women attend events of the studied museum about 4 times more than men, we managed to find out the differences in the preferences of these two groups of Generation Z's representatives. The chi-square test results represented that for female and male representatives show different interest in the types of events (H2). The matrices illustrated that Women show are more attracted to the types “Virtual discussions” and “Lexicon of modern art” while men prefer “Marathon”, “Author seminar”, and “Performance”. The same analysis was done for the themes of events, which also represented interesting results (H3). Men actively attend the events on the theme “Science art” “Temporary modern art exhibitions”, “Architecture” “Documentary film”, “Music”, “History of cinema” and “Photography”. Women are inclined to visit «Antique art», «Fashion and design», «Classical art», «Museology and art market», «Public art» and «Typography». However, the reason for this distribution is not entirely clear, and probably lies in the social attitudes of both genders. To draw a clear conclusion about differences in attendance between men and women, it is necessary to turn to gender studies and conduct a separate research on differences in preferences of Generation Z.

Since the study showed that there is an association between the channel of attraction and attendance of the event (H4), and subsequently high-performance and low-efficiency channels of attraction were identified, we can conclude that advertising of events through different internet channels is an important aspect for the level of museum attendance by Generation Z. According to the results of the research, the most effective sources for men and women were social networks and websites (including official website of the museum and internet newspapers), while messengers and search engines showed lower effectiveness. However, this can be connected with the frequency of publications on messengers and the popularity of a specific messenger, so this promotion channel could also be potential for museum marketers. VKontake, Instagram and Facebook attract a much larger number of Generation Z's visitors, although according to the rating (See Graph 14), VKontakte prevails over all other social networks. This may also be due to the fact that VKontakte is the most popular social network in Russia among Generation Z. The deeper understanding of promotional channels which affect Generation Z preferences in museums will be the interesting topic for further studies.

As it was revealed from the literature review and approved by the interviews with experts of the State Hermitage Museum, there is a trend on the creation of educational programs for Generation Z's attraction to museum. Generation Z as a museum visitor was identified by experts as intellectual, following trends and emotionally involved. What is more, the interviewees confirmed our conclusions from the literature review that Generation Z easier perceives visual and audial information. Experts noted that Generation Z representatives prefer watching educational video-content and listening to podcasts about art and culture, don't like reading long texts, as their attention span is very short. Generation Z is perceived as significantly different from all previous generations. It has been integrated into the world of digital technology since childhood, aimed at quickly obtaining results and pleasures. These people are distinguished, first of all, by the proximity to information with which they know how to work in the most efficient way, so the promotion channels of the museum have to work efficiently and adapt to the preferences of this generational cohort. Many experts also notice that typical visitors of the State Hermitage Museum study humanities, and attend exhibitions in accordance with their education and aesthetic needs. In this case, the question arises of how to attract the less interested group of the new generation, in connection with which the Hermitage is developing focus groups and trying to understand the preferences of different segments of this audience. Most experts approved, that women are much more frequent visitors of the museum, then man, and noted that this trend is observed in all related spheres.

As for the most popular events among Generation Z's representatives, all interviewees outline the events of the Hermitage Youth Center. The staff members of the Youth Center itself state, that most popular formats are lectures (the most proliferated and classical type of educational events) and art mediations (new version of excursions, where viewers take part in the discussion).

Also, as the content analysis revealed a question of decrease and increase in attendance of the museum by Generation Z in different months, so we counted the average attendance rates for the Main Museum Complex and the Main Headquarters for three years. The data showed that the number of young people in both museum complexes is steadily decreasing in May, June, and December, which may be associated with student exam weeks, during which young people do not visit the museum. Accordingly, it can be concluded that the effectiveness of the events held during these time intervals will be much lower than in other months. This aspect should be noted by museums that create activities to attract Generation Z.

Based on the results of the study, we formulated a number of practical recommendations which, in our opinion, may contribute to the increase of interest towards museums among Generation Z.

First of all, the active interaction of museums with the external environment is a crucial fact to build relationships with Generation Z. The museum moves away from the principle of elitism and becomes a place for “creative freedom”. It is becoming a diversified center, which should not only hold traditional exhibitions and conservative events but also organize public lectures on classical and contemporary art, conduct art mediations, organize student clubs for the new generation with different interests. Accordingly, these aspects of museum's transformation should not be ignored by big and small-size museums in order to create a positive image of this type of institution for Generation Z.

It is important to remember that leisure for Generation Z is one of the main spheres of life, in which they assert themselves, realize their ambitions and creative potential, broaden their horizons, improve communicative abilities, correct their life priorities, and form value preferences.

The term “leisure” in this case is not something far and not corresponding to the museum field. On the contrary, these are activities that help visitors to feel the atmosphere of the museum, to receive new knowledge and pleasure from contact with art and its creators. It is important for the museum to create the leisure field that the young visitor would like to see.

Museums can create various marketing activities, and their types will influence the attractiveness of museum among one or another segment of visitors of generation Z. If cultural institutions want to attract a diversified public, as is the case with men and women in the State Hermitage Museum, they need to develop a strategy to deliver information about a potentially interesting event to the corresponding segment.

Another important aspect is the promotion of the museum through the Internet sources: the creation and active updating of the site, the creation of blogs and communities in social networks and active interaction with the external environment are crucial for museums. To attract the Russian representatives of Generation Z, such social networks as VKontakte and Instagram, as well as cooperation with such internet newspapers as Sobaka.ru, The Village, Gazeta Bumaga and others can contribute to the increasing interest in events held in the museum. marketing cultural museum

It is advisable for museums to create an educational podcast and YouTube channels, as they inspire trust among this audience. These features can also be employed by the State Hermitage Museum. It has Hermitage Academy and video materials in YouTube and VKontakte, but they offer no facilities to download the educational materials in iTunes, for instance, while this format is very convenient and popular among Generation Z's representatives.

Also, when drawing up activities for attracting generation Z, it is necessary to examine whether there is seasonality in the attendance of the museum by young people and what it can be related to. If the seasonality is due to exam weeks schools and universities, the attendance of events can be much lower.

This research paper contains the number of limitations. The primary limitations are mostly connected with the databases from the State Hermitage Museum. First of all, the databases may not fully satisfy the observed age interval of Generation Z, because they are formed not according to the age, but to the status of people, and not controlled by the museum. In the case of the lists of registrations on the events of the Hermitage Youth Center, the Youth Center admits to their events all people, who satisfy the definition “youth”. In their internal lists of registration, the access to the events is limited by the age of 15-24, but theoretically, younger schoolchildren and elder people can violate this rule. At the same time, the second database, which consists of the number of students visited the Main Museum Complex and the General Staff Building from 2016 to 2019, includes all people, who had student cards and were registered as students. We assume, that they are mostly the people of 17-24 years old, but there always can be exceptions: someone can enter university earlier, or take a gap year and finish university later. Furthermore, the researchers can't eliminate duplicates in the databases, which happened, when people visited the museum or events of the Youth Center more than once in a year. Concerning the lists of registrations, there was a compulsion to delete those registered participants, whose gender it was impossible to define. It is also needed to take into consideration, that all lists were processed manually, that is why the human factor takes place. As for the number of participants, we presume, that all people, who registered on the event, finally visited it. Besides, despite the fact that research concentrates only on Russian representatives of Generation Z, it is impossible to avoid the possibility, that foreign representatives also manage to register on the events, though, the percentage of them is small. The list of limitations connected with the databases can be avoided by the implication of the other method of the research - questionnaire. In this method researches would be able to regulate the composition of the sample. Apart from that, the research is limited by geographical constraints. It was placed in Saint-Petersburg, hence has local specifics. This limitation is not that significant, because both the State Hermitage Museum's expositions and the Youth Center are visited by huge number of nonresident young people from all Russian cities, but can't be totally ignored.

It should also be noted that Generation Z is practically unexplored in the field of interaction with cultural institutions, therefore such aspects as psychological behavior, specific characteristics, loyalty are separate topics for the following studies. As a result of this, the following study has a rather narrow focus on identifying the importance of the types, topics of events and channels of promotion in the attraction of the museum among Generation Z.

The whole research was completely performed on the basis of the experience and practices of the State Hermitage Museum, which is an example of quite successful visitor attraction. At the same time smaller museums, on the contrary, face significant problems attracting Generation Z both in Moscow, Saint-Petersburg and in regions. For them the current research not only shows the State Hermitage Museum as a benchmark, but present insights of Generation Z's preferences regarding marketing events.

Thus, the issue of attracting young people to the museum remains problematic. It is necessary to further explore personal and intellectual factors as determinants of young people' preferences, interests and judgments. Museums may underestimate the true importance of personality traits as defining artistic and educational preferences when promoting activities to Generation Z. Thus, in the future, it will be interesting to explore possible individual differences of factors that can best describe and explain the preferences of the new generation. It is also necessary to study more deeply the demographic variables that may influence the preferences of certain museum's events and activities. Also, it is interesting to pay attention to a more detailed study of personal qualities that may affect the perception of the museum more than demographic factors. These questions in the specifics of museum marketing towards Generation Z can be a good direction for the future studies.



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