Features of Marketing and Management Activities of Museums

Abstract

Supporting museum complexes as a social institution cannot be complete. Today, museums are developing due to the annual growth in the number of foreign tourists coming to Russia, and the popularization of domestic tourism based on the existing geopolitical relations. Marketing activities for museums are a connecting tool between production and consumption, supply and demand. Advertising creates new markets and revives old ones. It also has social, cultural, and psychological impact on society, contributes to its improvement and development. In recent years, the activity of domestic tourism has increased and requires the creation of fresh conceptual ideas in the tourist services market. Museums can be considered as service industry enterprises. They serve the basis of cultural tourism. The tourism is based on a complex of museums and places of interest, which serve creating information and cultural programs targeted for various groups of tourists, as well as creating tourism brands. In this case, the created brand concerns the institution rather than goods. The development of the museum promotion concept will provide accompanying support allowing the museum association to carry out activities aimed at generating additional revenue. Museums in terms of their functions are not profit-oriented, but in contemporary economic conditions, they must look for opportunities to modernize.