Cultural heritage objects on the market: Features, conditions and functioning concepts
DOI:
https://doi.org/10.15678/ZP.2019.49.3.03Keywords:
cultural heritage, market of cultural products and services, historical objects, historical buildings, economics of culture, marketing of culture, cultural tourism, non-profit marketing, market orientation, marketing of cultural heritage objectsAbstract
Objectives: The purpose of this paper is to present the conditions and possibilities of market reorientation of cultural heritage objects with respect to all the features of such objects including, inter alia, the historical, artistic and emotional values, forms of ownership, functions and previous market position. The author presents the main determinants and forms of “opening” the historical objects (antique properties) for existing and new markets through developing and widening the offering of services.
Research Design & Methods: This paper introduces a concept and a model that rely on the author’s original vision of diagnosing, shaping and implementing market restructuring for cultural heritage objects. From the methodological point of view the theoretical concepts of illustrating the gradual expansion of market relations between historical objects and their stakeholders rely on theoretical concepts of market, market economy, entrepreneurship and marketing management of NGO’s.
Findings: In market economy all organizations are included, at least to some extent, in a network of relationships and dependencies specific for the market and for the processes of exchanging values between partners. This also applies to the cultural sector and, within it, to various cultural heritage objects. The gradual reduction of financing of these objects by the State or regional budgets force the management of cultural objects to accept and apply a new functional philosophy – a philosophy of gradual expansion of its own market and increasing of additional financial revenues generated on this market.
Implications / Recommendations: The author does not question the supreme, social and civilizing role of many historic buildings, but he also claims that orientation for additional market resources should be treated and perceived as recommended and even necessary.
Contribution / Value Added: In the paper the process of market reorientation of cultural heritage objects has been introduced as a continuum – as a cycle of systematic changes, starting initially from traditional orientation for preservation and conservation and ending on the appropriate and final orientation for the market.
Downloads
References
Chhabra, D. (2016). Sustainable marketing of cultural and heritage tourism. New York: Routledge, London.
Dominguez, V.R. (1986). The Marketing of Heritage. Journal of the American Ethnological Society, 13(3), 546–555.
Dragičevič-Šečič, & M., Stojkovič, B. (2010). Kultura: zarządzanie, animacja, marketing (Culture: management, animation, marketing). Warsaw.
French, Y., & Runyard, S. (2011). Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions. London – New York: Routledge.
Fullerton, L., & McGettigon, K., Stephens, S. (2010). Integrating management and marketing strategies at heritage sites. International Journal of Culture, Tourism and Hospitality Research, 224(4).
Herbert, D.T., Prentice, R.T., & Thomas, C. J. (1989), Heritage Sites: Strategies for Marketing and Development. Aldershot, Hants: Avebury.
Murzyn, M.A., & Purchla, J. (Eds.). (2007). Dziedzictwo kulturowe w XXI w. Szanse i wyzwania (Cultural heritage in XXI century, Chances and challenges). Cracow: MCK.
Ilczuk, D. (2012). Ekonomika kultury (The economics of culture). Warsaw: Scientific Publishing House PWN.
Jung B. (Ed.) (2011). Ekonomika kultury. Od teorii do praktyki (The economics of culture. From theory to practice, group preparation). Warsaw: NCK – Adam Mickiewicz Institute.
Karmowska, J. (2002). Cultural heritage as an element of marketing strategy in European historic cities. Cultural Heritage Research.
Knechta, Z., & Styś, A. (Eds.). (1990). Marketing w działalności instytucji i jednostek upowszechniania kultury (Marketing in the activitues of institutions and units of spreading culture). Warsaw.
Kopeć, K.D. (2014). Finansowanie kultury w ramach społecznej odpowiedzialności biznesu (Financing Culture as Part of Social Responsibility of Business). Cracow: Libron.
Kotler, Ph. (1972). A generic concept of marketing. Journal of Marketing, 36(46–54), 46–54.
Kotler, Ph. (2013). Strategic Marketing for Non-profit Organisations. New York: Pearsons Education Limited.
Kotler, N. G., Kotler, Ph., & Kotler, W.I. (2008). Museum Marketing and Strategy. Desining, Missions, Building Audiences, Generating Revenue and Resources, Ed. 2. New York: Jossey Bass.
Kotler, Ph., & Levy, S. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10–15.
Kowalczyk, W. (1995). Marketing w muzeum (Marketing in a museum). Muzealnictwo (Museology), 37, 10–20.
Łodzian-Grabowski, J., Wiktor, & J.W. (Eds.). (2014). Koncepcje zarządzania i marketingu w sferze kultury – projektowanie, implementacja i kontekst skuteczności działań (Management and marketing concepts in the sphere of culture – designing, implementation and context of activities` effectiveness). Warsaw: CeDeWu.
Mazurek-Łopacińska, K. (1997). Kultura w gospodarce rynkowej – problemy adaptacji marketingu (Culture in the market economy – problems of marketing adaptation). Warsaw – Wrocław: Academy of Economy in Wrocław.
Matt, G. (2006). Muzeum jako przedsiębiorstwo. Łatwo i przystępnie o zarządzaniu instytucją kultury (A museum as an enterprise. Easy and accesible about managing the institution of culture). Warsaw: Alethei Foundation.
Mc Camley, C., & Glimore, A. (2015). Strategic marketing planning for heritage tourism planning. An insight into community participation in Nothern Ireland. 44 EMAC Annual Conference, Leuven, (unpublished).
McLean, F. (1997). Marketing the museum. London – New York: Routledge.
Misiura, S. (2006). Heritage marketing. Oxford: Elsevier Ltd.
Montemaggi, M., & Severino, F. (2007). Heritage Marketing – La storia Dell’ Impresa Italiana come vantaggio competitive. Milano: Franco Angeli.
Murzyn-Kupisz, M. (2010). Podmioty na rynku dziedzictwa kulturowego (Subjects on the market of cultural heritage). Studia Regionalne i Lokalne (Regional and Local Studies), 3.
Murzyn-Kupisz, M. (2012). Dziedzictwo kulturowe a rozwój lokalny (Cultural heritage and local development). Series: Monographies, 221, UEK, Cracow.
Murzyn-Kupisz, M. (2016). Instytucje muzealne z perspektywy ekonomii kultury (Institutions of museums in perspectives of cultural economic). Universitas, Cracow.
Napolitano, M.R., & De Nisco, A. (2017). Cultural heritage: the missing „link” in the place marketing literature „chain”. Place Branding and Public Diplomacy, 13(2), 101–106.
Niemczyk, A. (2007). Marketing w sferze kultury – wybrane problemy (Marketing in the sphere of culture – selected problems). Cracow: Academy of Economy in Cracow.
Parowicz, I. (2019). Cultural Heritage Marketing. A Relationship Marketing Approach to Conservation Services. London: Palgreve Pivot.
Parsons, E. (2008). Non-profit Marketing. New York: Sage.
Sargeant, A. (2004). Marketing w organizacjach nonprofit (Marketing in non-profit organiztions). Cracow: Economic Outbuilding.
Simm, C. (2006). Besucherorientiertes Museumsmarketing – Hintergründe und Finanzierung. Saarbrücken: VDM Verlag Dr. Müller.
Smoleń, T. (2013). Marketing w tworzeniu wartości dla klienta na rynku dóbr kultury – na przykładzie oferty muzeum (Marketing in creating values for the client on the market of cultural goods – on the example of the museum`s offer). Handel Wewnętrzny (Internal Trade), 3, 263–269.
Sobocińska, M. (2015). Uwarunkowania i perspektywy rozwoju orientacji rynkowej w podmiotach sfery kultury (Conditions and perspectives of the market orientation development, in the subjects of the culture sphere). Series: Monographies and Elaborations, 259. Wrocław: University of Economy in Wrocław.
Szmygin, B. (Ed). (2007). Obiekty zabytkowe – pojęcie, zakres i zasady działania (Historic objects – the concept, scope and principles of activities). In: Wybrane zagadnienia ochrony i konserwacji zabytków architektury (Selected issues of protection
and conservation of architectural monuments). Lublin: Lublin University of Technology.
Thornburn, A. (1986). Marketing cultural heritage. Does it work within Europe? Travel & Tourism Analyst, 12, 39–48.
Throsby, D. (2010). Ekonomia i kultura (Economic and culture). Warsaw: NCK.
Towse, R. (2011). Ekonomia kultury. Kompendium (Economics of culture. Compendium). Warsaw: NCK.
Wróblewski, Ł. (2012). Strategie marketingowe w instytucjach kultury (Marketing strategies in cultural institutions). Warsaw: PWE.
Downloads
Published
Issue
Section
License
Open Access, licence: CC-BY 4.0
