Collins, J, Collins, P and Hems, A (2015) Understanding commercial performance in museums: research and development report.

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In the wake of the ongoing reductions in public funding, museums and other cultural organisations are increasingly looking for alternative sources of income. The drive to become more commercially astute has gained momentum in recent years. Growing numbers of organisations are placing a greater emphasis on generating income through commercial activity; in particular, maximising visitor spend. Museums are unique; unlike a shop or a restaurant, where numerous studies have been undertaken to understand to what stimulates spend and where a discourse of best practice has evolved to respond to the marketplace, very little information exists on what drives commercial growth in the museum environment. This study attempts to identify the factors which determine visitor spend, as a potential basis for future planning.

Item Type: Other
Subjects: A General Works > AM Museums (General). Collectors and collecting (General)
Divisions: College of Liberal Arts
Date Deposited: 05 Jul 2016 08:55
Last Modified: 05 Jul 2016 08:56
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