Applicability of marketing mix technique to palace-museums of Tehran: a survey

Document Type : Research Paper

Authors

Associate professor, Department of Knowledge and Information Science, Science and Research Branch, Islamic Azad University, Tehran, IRAN

Abstract

Purpose: This research aimed to determine the applicability of marketing mix strategies in the palace-museums of Tehran, namely Golestan, Sa'dabad and Niavaran.
Method/Research Design: A survey was conducted among 386 visitors and 102 staff members. Data gathering tool was a questionnaire.
Findings: The mean value of the marketing mix was 113.59 and in point of view of staff was 125.76 in the views of visitors and staff correspondingly (in both of above the average). With regard to application of the seven components of the marketing mix, visitors and staff, with the average of 31.99 and 32.47 correspondingly, the physical evidence component dramatically received the highest points, while the process component, with 6.42 and 7.36 on average by the visitors and the staff respectively, received the lowest points.
Conclusion: Considering to the richness of palace-museums in Tehran, our findings show a promising future for the application of mixed marketing techniques to attract customers.

Keywords

Main Subjects

References

ابراهیمی، مرضیه. (1387). «موزه‌ها تاریخ مصور فرهنگ‌ها». رشد آموزش هنر. شمارۀ 16، صص18-22.
حریری، نجلا. (1378). «بازاریابی و روابط‌عمومی در کتابخانه‌ها». تحقیقات اطلاع‌رسانی و کتابخانه‌های عمومی. 9(2)، صص10-17.
کبیر، کبری. (1379). «بررسی وضعیت موجود و ارائه راه‌کارهای مطلوب برای کتابخانه‌های موزه‌های شهر تهران». مطالعات ملی کتابداری و سازماندهی اطلاعات.11(2)، صص77-95.
مجموعه‌مقاله
عزیزی، غلامرضا. (1386). «منابع آرشیوها، کتابخانه‌ها و موزه‌ها (وجوه افتراق)». مقالۀ چاپ‌شده در مجموعه‌مقالاتهشتمین همایش سراسری انجمن علمی، دانشجویی کتابداری و اطلاع‌رسانی دانشگاه الزهرا. 19 و 20 اردیبهشت، تهران، ایران. صص197-205.
منابع لاتین
کتاب
McLean, Fiona. (1997). MARKETING THE MUSEUM. Routledge, 11 New Fetter Lane, London EC4P 4EE. Retrieved 2003, from:
http://upir.ir/934/-Marketing-the-Museum-Heritage-Care-Preservation-Management-.pdf
Sekers, D. (1984) ‘Independence Stimulates’, in N. Cossons (ed.) The Management of Change in Museums.proceedings of a seminar held at the National Maritime Museum, Greenwich, London.
Walsh, Kevin. (1992) The Representation of the Past: Museums and heritage in the postmodern world. London: Routledge.
مقاله
Amenta, Carlo. (2010). “Exploring Museum Marketing Performance: A Case Study from Italy”. University of Palermo, May 1, 2010, International Journal of Marketing Studies, 2(1), Retrieved from: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1975717
Corbos, Răzvan-Andrei., Popescu, Ruxandra Irina. (2011). “Museums, Marketing, Tourism and Urban Development. the British Museum – A Successful Model for Romanian Museums”. Management and Marketing Journal, Retrieve from: https://ideas.repec.org on feb, 23, 10:30 am, 12p.
Curiel, Javier de Esteban., Antonovica, Arta., MercadoIdoeta, Carmelo. (2012). “Critical Factors and Consumption Patterns of Pergamon Museums Visitors (Berlin, Germany)”. Procedia - Social and Behavioral Sciences 65 (2012) 313 – 320, Retrieve from http://www.sciencedirect.com on feb. 23, 7:40am: 8p.
Héroux, Lise. And Csipak, James. (2008). “Marketing Strategies of Museums in Quebec and Northeastern United States. An Exploratory Comparative Study”. Retrieve from: http://teoros.revues.orgon Feb. 23, 7:30 am: 24p.
Roaljdovich, Sidorchuk Roman., Olga, Grineva. (2014).“Research for the Marketing State in Russian Museums”. Review of European Studies. 6(4), 283-289. Retrieved 2015/10/10 from: http://dx.doi.org/10.5539/res.v6n4p283
Mavragani, Eleni. (2015).“Greek Museums and Tourists’ Perceptions: an Empirical Research”. Springer Science+Business Media; Retrieved 2015/11/10 from: 10.1007/s13132-015-0283-2. 14 P
Xie, Xuying. (2007). “Marketing Analysis and Business Evaluation (Marketing for a new firm resort Vastra Lagern)”. Master Thesis in Entrepreneurial Management. Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Ganjine-ye Asnad
Volume 27, Issue 2
August 2017
Pages 138-153

Files

History

  • Receive Date: 14 June 2016
  • Revise Date: 15 July 2016
  • Accept Date: 14 May 2017

Share

How to cite

Statistics