EDN: UKNWSX
Authors:
IVANOVA Elena Vladimirovna
Abstract.
The purpose of this study is to analyze statistical data for the period from 2008 to 2022 in order to assess the effectiveness of marketing activities used by museums in the regions of Russia, including the Saratov region. Modern museums are now increasingly using marketing technologies in an effort to increase their fame and attract more visitors. The study is aimed at analyzing the impact of museums' marketing policies on their attendance and financial condition. In a number of regions of Russia, one can note an increase in museum attendance and an increase in income from their activities, which indicates the positive impact of marketing activities. There is a general trend towards the commercialization of museums, which is becoming a noticeable trend in the structure of income of museum institutions in Russia. These changes in the marketing policies of museums have a significant impact on their financial condition and popularity among the audience. This is one of the factors in the development of domestic tourism in the regions of Russia.
Keywords:
museum, museum marketing, event marketing, museum attendance, economic efficiency
