دانشگاه مازندران

 آمار

تعداد نشریات30
تعداد شماره‌ها467
تعداد مقالات4,519
تعداد مشاهده مقاله7,144,872
تعداد دریافت فایل اصل مقاله5,334,686
Shafei, Reza, Saedi, Sara, Saedi, Hasibeh, Mohammadi, Haydar. (1399). The Cultural Marketing Elements: The Essentials for Increasing of Museum Visits. پژوهشنامه مدیریت اجرایی, 1(2), 93-103. doi: 10.22080/jimm.2021.20544.1008
Reza Shafei; Sara Saedi; Hasibeh Saedi; Haydar Mohammadi. "The Cultural Marketing Elements: The Essentials for Increasing of Museum Visits". پژوهشنامه مدیریت اجرایی, 1, 2, 1399, 93-103. doi: 10.22080/jimm.2021.20544.1008
Shafei, Reza, Saedi, Sara, Saedi, Hasibeh, Mohammadi, Haydar. (1399). 'The Cultural Marketing Elements: The Essentials for Increasing of Museum Visits', پژوهشنامه مدیریت اجرایی, 1(2), pp. 93-103. doi: 10.22080/jimm.2021.20544.1008
Shafei, Reza, Saedi, Sara, Saedi, Hasibeh, Mohammadi, Haydar. The Cultural Marketing Elements: The Essentials for Increasing of Museum Visits. پژوهشنامه مدیریت اجرایی, 1399; 1(2): 93-103. doi: 10.22080/jimm.2021.20544.1008

The Cultural Marketing Elements: The Essentials for Increasing of Museum Visits

Journal of International Marketing Modeling
دوره 1، شماره 2، اسفند 2020، صفحه 93-103    اصل مقاله (1.48 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22080/jimm.2021.20544.1008
نویسندگان
Reza Shafei* 1؛ Sara Saedi2؛ Hasibeh Saedi3؛ Haydar Mohammadi2
1Associate Professor of Marketing, Department of Business Management, University of Kurdistan, Sanandaj, Iran
2MSc of Marketing Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran
3BSc of Management, Department of Business Management, University of Kurdistan, Sanandaj, Iran
تاریخ دریافت: 28 آذر 1399،  تاریخ پذیرش: 26 اسفند 1399 
چکیده
Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions. Without understanding the philosophy, the meaning and nature museum cannot realize its importance in view of civilization. Today, Museums benefit from lots of different Marketing tactics in attracting visitors. Marketing is something used by someone who wants to influence the decision and behavior of another in order to reach its organizations' economic and social goals. Art Marketing is an integrated management process, which regards mutually satisfying exchange relationship with the customers as a means to achieve the organizational objectives.  One of the effective solutions is the using of the cultural marketing in order to develop a museum. The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums. An analytical-descriptive methodology has been applied in this study. The questionnaire contains 35 items on a 5-point Likert scale. 300 questionnaires were distributed among visitors and museum officials in Tehran, Tabriz, Hamedan and Sanandaj were collected and analyzed. Cronbach’s alpha coefficient was used to ensure the reliability of the research tool. The questionnaire showed a very good reliability of 0.84 percent. The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective. In addition, suitable use of advertising has increased the amount of historical tourism and visiting museums rate.
کلیدواژه‌ها
Culture؛ Cultural Marketing؛ Marketing Mix؛ Museum؛ Visiting Rate
آمار
تعداد مشاهده مقاله: 234
تعداد دریافت فایل اصل مقاله: 321


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب