THE IMPORTANCE OF EDUCATIONAL SERVICES AS PROMOTION STRATEGIES FOR MADEIRA’S MUSEUMS

Patrícia Margarida Farias Coelho; Pedro A. Pereira Correia; Andrea Nicole Pereira Carvalho; Irene Garcia-Medina

doi:10.22169/revint.v18.e023tl4011

Authors

Patrícia Margarida Farias Coelho Santo Amaro University/Methodist University of São Paulo, BR https://orcid.org/0000-0002-1662-1173
Pedro A. Pereira Correia University of Madeira, PT https://orcid.org/0000-0003-3886-2530
Andrea Nicole Pereira Carvalho University of Madeira, PT https://orcid.org/0000-0003-2077-6300
Irene Garcia-Medina Glasgow Caledonian University, UK https://orcid.org/0000-0003-4424-3357

DOI:

https://doi.org/10.22169/revint.v18.e023tl4011

Keywords:

Tourism; Cultural Organizations; Museums; Marketing; Educational Services; Digital Tools.

Abstract

This paper emphasizes the importance of adopting strategies to attract and retain audiences within cultural organizations, more precisely in museums. Gradually, cultural institutions evolved from product-driven to consumer-driven organisations, seeking to attract and serve different groups with appropriate offers. In this sense, museums turn to marketing to expand their audiences, as well as to create and maintain long-lasting relationships. In order to identify the strategies that are put into practice in Madeira’s museums, a sample of local museums was selected. Afterwards, open-ended questionnaires were created for later interviews with directors and visitors of these museums. The results show that educational services play a key role in attracting and managing the relationship with the local community, mainly with the school audiences. However, there is a weak promotion of the offer within the tourist audiences.

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Author Biographies

Patrícia Margarida Farias Coelho, Santo Amaro University/Methodist University of São Paulo, BR

Santo Amaro University /Methodist University of São Paulo/, BR Coordenadora do Programa de Mestrado em Ciências Humanas - Universidade Santo Amaro UNISA Professora Permanente - Programa de Mestrado Doutorado em Educação da Universidade Metodista de São Paulo- UMESP

Pedro A. Pereira Correia, University of Madeira, PT

University of Madeira, PT, PhD in Marketing and he is a Management and Marketing Professor at graduate level and master’s degree at Universidade da Madeira, Faculdade de Ciências Sociais, Departamento de Gestão e Economia, Campus da Penteada, 9020-105 Funchal, Portugal

Andrea Nicole Pereira Carvalho, University of Madeira, PT

Mestre em Gestão Cultural (Universidade da Madeira). Professora Assistente no Instituto Superior de Administração e Línguas (ISAL), onde leciona Língua e Cultura Portuguesa, Inglês e Inglês Empresarial.

Irene Garcia-Medina, Glasgow Caledonian University, UK

Ph.D. in Marketing (University of Sophia - Antipolis, France) and International Relations (University of Vienna, Austria). Lecturer in Marketing at the Glasgow Caledonian University (Glasgow, United Kingdom). Teacher, García Medina has previously taught Marketing and International Business Management at graduate level and master's degree in the Faculty of Business and Economics at the University of Madeira (Portugal), at the University of Vic (Spain) and at the University Pompeu Fabra (Spain).

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