Marketing of cultural institutions in French-speaking Switzerland |
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| Authors: | François H Courvoisier Fabienne A Courvoisier |
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| Institution: | 1. University of Applied Sciences, Haute école de gestion Arc, Neuchâtel, Switzerland;2. University of Applied Sciences, Haute école de gestion Arc, Neuchâtel, Switzerland
Research Associate |
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| Abstract: | - Marketing in cultural institutions is a field that has rarely been studied in French-speaking Switzerland so far.
- Therefore this paper explores the way in which visitors-clients appreciate qualitatively their contacts with cultural institutions concerned with the visual arts in comparison with the communication strategy of the curators and directors of museums.
- A survey has been conducted amongst 20 museums and over 200 visitors of French-speaking Switzerland to evaluate the way visitors perceive the marketing of cultural institutions and behave accordingly or not.
- The paper concludes with recommendations to improve the knowledge of the visitors' background and expectations.
Copyright © 2007 John Wiley & Sons, Ltd. |
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