DOES MUSEUM MARKETING MEET POSTMODERN CONDITIONS?

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Sökmen S., Yolal M., Özel Ç. H.

ADVANCES IN HOSPITALITY AND TOURISM RESEARCH-AHTR, cilt.8, sa.2, ss.288-313, 2020 (ESCI) identifier identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 8 Sayı: 2
  • Basım Tarihi: 2020
  • Doi Numarası: 10.30519/ahtr.693400
  • Dergi Adı: ADVANCES IN HOSPITALITY AND TOURISM RESEARCH-AHTR
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, CAB Abstracts, Directory of Open Access Journals, TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.288-313
  • Anahtar Kelimeler: Postmodern conditions, Marketing, Museums, Istanbul, VISITOR, CONSUMER, SEGMENTATION, CONSUMPTION
  • Anadolu Üniversitesi Adresli: Evet

Özet

The purpose of this study is to explore how museum marketing meets postmodern conditions. Based on a sample of 12 museums in Istanbul, Turkey, a qualitative study was conducted to evaluate whether museum marketing meets the five conditions of postmodernism, namely decentered subject, reversal of production and consumption, fragmentation, juxtaposition of opposites and hyperreality. The findings of this study reveal that the marketing practices of museums meet all conditions of postmodernism except that of the decentered subject. They also demonstrate that museum managers hold negative attitudes towards the decentered subject, mainly due to their resistance to intermediaries between the exhibition and the audience.