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

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 ۳۵ items on a ۵-point Likert scale. ۳۰۰ 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 ۰.۸۴ 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.

کلیدواژه ها:

culture ، Cultural Marketing ، marketing mix ، Museum ، Visiting Rate