Open AccessThe role of museums in creating the region brand
Author(s) -
Joanna Macalik
Publication year - 2020
Publication title -
zeszyty naukowe - politechnika śląska. organizacja i zarządzanie
Language(s) - English
Resource type - Journals
ISSN - 1641-3466
DOI - 10.29119/1641-3466.2020.146.19
Subject(s) - originality , desk , value (mathematics) , brand management , marketing , brand image , qualitative research , brand strategy , business , advertising , political science , sociology , computer science , social science , machine learning , law
Purpose: The aim of the paper is to analyze the role of museums as specific entities of the cultural market in shaping the region brand. Methodology: The paper presents the results of a case study and desk research, regarding the role of museums in building the image of the Lower Silesian Voivodeship, supplemented with selected results of quantitative and qualitative own research. Findings: The analysis showed that increasing the role of museums in building the region brand is in the best interest of both parties and that there are many cooperation methods for museums and regions that bring real benefits. Practical implications: Looking for a model of cooperation that will be beneficial for both the region and museums and their brands is therefore crucial. Originality/value: According to the author knowledge, the paper is one of the very first attempts to identify the role of museums in creating the region brand.