Museums and Related Institutions in Poland Following Political Transformation

Abstract

The purpose of the research was to analyze the state of museums and related institutions in Poland, with comments on the market segmentation of these attractions. The research focused on the identification of the objectives set by museums and the programs used to achieve them. A survey questionnaire was distributed to a sample of 300 museums and data obtained from 147 of them (a 49 per cent response rate). Market segmentation was analyzed on the basis of the activities of the museums and resulted in the identification of groups of organizations with similar missions, price strategies and economic features. Four segments were identified: two “leading” (active/recreational and modern) and two “traditional” (traditional and traditional/recreational). Recommendations are provided regarding possible improvements to the operation and facilities that could lead to increasing attendances. The research concluded that the Polish market of museums and related institutions is dominated by institutions with traditional forms of presentation and interpretation, little activity in the community, and a traditional managerial approach to facility management.

Keywords:

• Visitor attractions
• Organizational change
• Museum marketing
• Museum management
• Market segmentation

Notes

1. To the author's knowledge, data on attendance before 1989 in some cases was overstated.

2. Region in western Poland, where the author's university is located.

3. The original scale consisting of 12 items was shortened to nine items after initial research.

4. Central Statistical Office.

5. The mean was calculated by ascribing the following values to the answers: very important – 5, important – 4, fairly important – 3, less important – 2, unimportant – 1.

6. It seems that these data have been much exaggerated in this case. From the author's earlier research (Nowacki 2001), and subsequent observations, it appears that normally there are only guardians in the exhibits area who have no expert knowledge.

7. However, other research by the author (Nowacki 2001) shows that the museum presence in this medium reaches almost 100 per cent. If not on their own homepages, information about the respondents is found on the websites of local government, regional tourist or information portals.