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master's thesis
Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja
2023. urn:nbn:hr:162:403328
Močić Benetti, Irena
University of Zadar
Department of Information Sciences

Cite this document

Močić Benetti, I. (2023). Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:403328

Močić Benetti, Irena. "Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja." Master's thesis, University of Zadar, 2023. https://urn.nsk.hr/urn:nbn:hr:162:403328

Močić Benetti, Irena. "Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja." Master's thesis, University of Zadar, 2023. https://urn.nsk.hr/urn:nbn:hr:162:403328

Močić Benetti, I. (2023). 'Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja', Master's thesis, University of Zadar, accessed 20 December 2024, https://urn.nsk.hr/urn:nbn:hr:162:403328

Močić Benetti I. Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja [Master's thesis]. Zadar: University of Zadar; 2023 [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:162:403328

I. Močić Benetti, "Promjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja", Master's thesis, University of Zadar, Zadar, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:162:403328

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Metadata
TitlePromjena kulturne ponude splitskih muzeja nakon pandemije virusa COVID-19. Uloga marketinga u ponovnom pokretanju poslovanja
Title (english)Changing the cultural offer of Split museums after the COVID-19 pandemic. The role of marketing in restarting business
AuthorIrena Močić Benetti
MentorAlessandro Gandolfo (mentor)
Committee memberAlessandro Gandolfo (predsjednik povjerenstva)
Committee memberMarijana Tomić (član povjerenstva)
Committee memberMartina Dragija Ivanović (član povjerenstva)
GranterUniversity of Zadar
(Department of Information Sciences)
Zadar
Defense date and country2023-03-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Posljedice pandemije izravno dotiĉu gotovo sve aspekte muzejskog poslovanja. „Novo normalno“ dovodi do prepoznavanja elemenata trenutnog kriznog iskustva koji bi mogli pomoći u preobrazbi muzeja u prilagodljive, odgovorne komponente svojih zajednica. U posljednje tri godine muzeji su primorani pružati i prezentirati svoje usluge putem razliĉitih digitalnih kanala i platformi. Svrha ovog istraživanja je ispitati promjenu muzejske ponude grada Splita utemeljenu na radu 5 glavnih muzeja tog podruĉja, a koja je uzrokovana pandemijom virusa COVID-19. Ciljevi istraživanja su višestruki te je njihova zadaća utvrditi kako se naĉin rada muzeja promijenio nakon ograniĉenja koja su nametnuta pandemijom virusa COVID-19, utvrditi općenito kakve su posljedice pandemije na upravljanje muzejima, prikupiti saznanja o ulozi marketinga i povezanih marketinških strategija za ograniĉavanje negativnih uĉinaka te istražiti aktualne informacije o tome kako su muzeji promijenili naĉin na koji djeluju i to kako bi ponovno pokrenuli kulturnu ponudu i privukli nove posjetitelje. S obzirom da se od muzeja oĉekuje da trebaju držati korak s vremenom, ovo istraživanje bi trebalo donijeti saznanja koliko su muzeji u Splitu uspjeli neutralizirati negativne uĉinke pandemije i pretvoriti ih u nove prilike za ponovno pokretanje i osuvremenjivanje svoje djelatnosti.
Abstract (english)
The consequences of the pandemic directly affect almost all aspects of museum work. The "new normal" leads to the recognition of elements of the current intersectional experience that could help transform museums into adaptive, responsible components of their communities. In the last three years, museums have been forced to provide and present their services through various digital channels and platforms. The purpose of this research is to examine the change in the museum offer of the city of Split, which was caused by the pandemic of the COVID-19 virus. The research is based on the work of the 5 main museums in the area: City Museum of Split, Ivan Meštrović Gallery, Croatian Maritime Museum Split, Etnographic Museum and Gallery of Fine Arts. The objectives of the research are multiple and their task is to determine how the way museums work has changed after the restrictions imposed by the global pandemic of coronavirus disease. The main goals are to determine the general consequences of the pandemic on museum management, to gather knowledge about the role of marketing and related marketing strategies to limit negative effects, and to explore how museums have changed the way they operate. Given that museums are expected to keep up with the times, this research should bring knowledge about how the museums in Split managed to neutralize the negative effects of the pandemic and turn them into new opportunities for restarting and modernizing their activities
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:403328
Study programmeTitle: Library and Information Science
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra informacijskih znanosti (magistar/magistra informacijskih znanosti)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-05-15 12:56:24