Purpose

The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario.

Design/methodology/approach

The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument).

Findings

The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects.

Research limitations/implications

Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies.

Practical implications

The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream).

Originality/value

The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.

中文翻译：

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博物馆的社会营销：艺术和文化领域的社会营销简介

目的

本文旨在引入社会营销 (SM) 作为克服文化参与度低的工具，这是在大流行后情况下恶化的艺术和文化部门的问题。

设计/方法/方法

该研究使用多学科文献综述（SM、博物馆营销、博物馆学和文化政策）在宏观层面（现行文化政策和前因、文化参与的障碍和后果）解决博物馆和其他文化遗产机构的问题和微观层面（21世纪博物馆面临的挑战和营销作为管理手段）。

发现

下游、中游和上游方法可用于设计和实施旨在解决博物馆文化参与度低问题的 SM 干预措施。应从整体上考虑这三种方法，以及它们的协同和递归效应。

研究限制/影响

由于其介绍性和概念性，该研究提供了一个全面的干预框架，可用作未来理论和实证研究的平台。进一步的调查可能会扩展每种方法（下、中和上游）的特性，并将框架扩展到博物馆以外的其他非营利文化机构，例如图书馆和档案馆、文化遗产遗址以及剧院、音乐和舞蹈公司。

实际影响

本文提出了一个综合的 SM 干预框架，该框架整合了三种相互依赖的方法（下游、中游和上游）。

原创性/价值

该论文为SM在艺术和文化领域的整体应用提供了一个起点。它还鼓励研究人员、文化政策制定者和文化遗产专业人士调查、设计和实施 SM 计划，以更好地理解、扩大和多样化受众，并加强文化参与者和活动的合法性和相关性，将它们转变为包容、可访问和可持续的机构。