TY - JOUR
T1 - Marketing approach for community engagement
T2 - Lessons from adults-only museum program development
AU - Cho, Hyojung
N1 - Publisher Copyright:
© Common Ground Research Networks, Hyojung Cho, All Rights Reserved.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - This research examines the use of marketing approaches for museums to achieve the missions of community service and audience-building through the case of the adults-only night program at the Museum of Texas Tech University. In an effort to increase visitor numbers and serve a neglected audience segment, the museum developed the target audience-oriented program. The program development process demonstrated the positive relationship between marketing approach and community engagement that succeeded in community empowerment. This study suggests that the market-oriented approach can be strategic for community-engagement program development and supports the participatory process and the meaningful outcome of a program that serves to solve the organization’s challenges, the support museum’s mission, and promote resources and network-building in the community.
AB - This research examines the use of marketing approaches for museums to achieve the missions of community service and audience-building through the case of the adults-only night program at the Museum of Texas Tech University. In an effort to increase visitor numbers and serve a neglected audience segment, the museum developed the target audience-oriented program. The program development process demonstrated the positive relationship between marketing approach and community engagement that succeeded in community empowerment. This study suggests that the market-oriented approach can be strategic for community-engagement program development and supports the participatory process and the meaningful outcome of a program that serves to solve the organization’s challenges, the support museum’s mission, and promote resources and network-building in the community.
KW - Adults’ Program
KW - Community Engagement
KW - Community Museum
KW - Museum Education
UR - http://www.scopus.com/inward/record.url?scp=85093535217&partnerID=8YFLogxK
U2 - 10.18848/1835-2014/CGP/V13I02/43-55
DO - 10.18848/1835-2014/CGP/V13I02/43-55
M3 - Article
AN - SCOPUS:85093535217
VL - 13
SP - 43
EP - 55
JO - International Journal of the Inclusive Museum
JF - International Journal of the Inclusive Museum
SN - 1835-2014
IS - 2
ER -