Quantifying factors influencing the interest in museums with the use of marketing mix modelling

ABSTRACT

This paper recommends the marketing mix modelling methodology for improving the marketing and exhibition activities at museums and art galleries as it can complement other currently used methods such as surveys or qualitative research. Focus is placed on the Zachęta – National Gallery of Art. Econometric modelling is used to quantify the impact of independent factors (e.g., weather, holidays, events and COVID-19 pandemic) on the popularity of the gallery. The impact of the media and individual exhibition types are analysed in relation to visitor interest. Recommendations for the planning of future activities are made.

KEYWORDS:

• Audience research
• museum management research
• marketing mix modelling
• marketing of culture
• data analytics

Acknowledgements

The author would like to thank Professor Lidia Danik, his BA and MA thesis tutor, for invaluable help in developing a scientific career, as well as Katarzyna Duchnowska for fruitful consultations in the field of curatorship and all other support.

Geolocation

52°14′21.9″N 21°00′42.8″E.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 The similarity of the mentioned institutions is determined on the basis of their location in Warsaw, focus on temporary exhibitions of contemporary art and participation in joint audience research projects. Source: https://artmuseum.pl/pl/news/poznajmy-sie-lepiej-3.

Additional information

Notes on contributors

Maciej Czerwiński

Maciej Czerwiński graduated with honours from Quantitative Methods in Economics and Information Systems at the Warsaw School of Economics in 2021. He also studied at the London School of Economics and Political Science as a participant of the CEMS Master in International Management programme. In his research work, he focuses on the use of data analytics in the art and culture sector. For over three years, he has been working professionally for international research agencies and is also a co-founder of the non-governmental research institute Culture Dimensions, offering analytical consulting services to cultural institutions. For his MA thesis, he was awarded a distinction in the ‘±∞Zachęta’ competition organised by the Polish National Gallery of Art and the title of finalist in the competition of the Dean of the Warsaw School of Economics for the best MA thesis of the 2020/2021 academic year.