• About
  • Policies
  • What is open access
  • Library
  • Contact
Advanced search
      View Item 
      •   BUIR Home
      • Scholarly Publications
      • Applied Schools
      • School of Applied Technology and Management
      • Tourism and Hotel Management
      • View Item
      •   BUIR Home
      • Scholarly Publications
      • Applied Schools
      • School of Applied Technology and Management
      • Tourism and Hotel Management
      • View Item
      JavaScript is disabled for your browser. Some features of this site may not work without it.

      A conceptual model for public relations in museums

      Thumbnail
      View / Download
      301.8 Kb
      Author(s)
      Gürel, E.
      Kavak, B.
      Date
      2010
      Source Title
      European Journal of Marketing
      Print ISSN
      0309-0566
      Electronic ISSN
      1758-7123
      Publisher
      Emerald Publishing Limited
      Volume
      44
      Issue
      1-2
      Pages
      42 - 65
      Type
      Article
      Item Usage Stats
      162
      views
      829
      downloads
      Abstract
      Purpose: This paper aims to present a conceptual model for public relations specific to museums. Design/methodology/approach: Based on relevant literature, a contingency model is developed for the public relations practices of museums. Findings: The model offers the market orientation level of the management and the interest level of the publics as the major factors that influence the effectiveness of the public relations programs in museums. The interest level of the publics is offered as a moderating variable. Practical implications: The model suggests that the effectiveness of the public relations programs of museums depends on two major factors. Although the interest level of the publics may seem to be uncontrollable at first glance, its negative impact can be largely controllable by managers by changing their own market orientation level - by adapting the public relations strategy to the targeted public depending on the interest level of that public. Originality/value: The model is specifically designed for museums. It can be accepted as the first public relations model specifically offered for museums. The model here recognises the relationship between marketing and public relations.
      Keywords
      Market orientation
      Modelling
      Museums
      Public relations
      Permalink
      http://hdl.handle.net/11693/22427
      Published Version (Please cite this version)
      http://dx.doi.org/10.1108/03090561011008600
      Collections
      • Tourism and Hotel Management 56
      Show full item record

      Browse

      All of BUIRCommunities & CollectionsTitlesAuthorsAdvisorsBy Issue DateKeywordsTypeDepartmentsThis CollectionTitlesAuthorsAdvisorsBy Issue DateKeywordsTypeDepartments

      My Account

      LoginRegister

      Statistics

      View Usage StatisticsView Google Analytics Statistics

      Bilkent University

      If you have trouble accessing this page and need to request an alternate format, contact the site administrator. Phone: (312) 290 1771
      © Bilkent University - Library IT

      Contact Us | Send Feedback | Off-Campus Access | Admin | Privacy