faculty: "FMG" and publication year: "2011"
| Author||R.M.C. Reijnders|
|Title||Art marketing as a tool to enhance cultural participation of youngsters in museums|
|Faculty||Faculty of Social and Behavioural Sciences|
|Institute/dept.||FMG: Afdeling Communicatiewetenschap|
|Abstract||One of the tasks of contemporary museums is to ‘win over new people’. Youngsters (19-26)|
are a group of people that are underrepresented in the museum-going population. These
people may be reached through art marketing. One of the barriers youngsters experience to
visit museums is the information barrier. This study examined this information barrier and
examined to which extent information provision can positively impact the relationship
between mission oriented marketing in museums and the task of winning over new people.
Results showed that the information barrier is clearly present for youngsters. Solely providing
information does not however change youngsters’ intention to visit the museum. It is likely
that other barriers are too strong. When trying to ‘win over’ youngsters to visit museums, all
barriers should be taken into account.
|Document type|| scriptie master|
Use this url to link to this page: http://dare.uva.nl/en/scriptie/416287
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