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Publication
Efeitos da COVID-19 no marketing de museus de pequena escala
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Advisor(s)
Abstract(s)
O objetivo desta pesquisa é identificar medidas adotadas em museus de pequena escala durante os confinamentos motivados pela COVID-19, explorando tendências no regresso à normalidade. O decrescente interesse do público pelos museus e a tendência para a diminuição das visitas, trazem para o diálogo a necessidade de equacionar estratégias que pretendem reconectar as instituições museológicas com os públicos. Este estudo exploratório assenta em pesquisa qualitativa. A recolha de dados utiliza a entrevista semiestruturada junto de uma amostra intencionada, constituída por profissionais em museus de pequena escala, membros da Rede de Museus do Algarve. Os resultados permitem concluir que os profissionais entrevistados estão atentos a novas necessidades de interação com os seus públicos. A relevância das tecnologias e o fortalecimento das relações entre ambientes offline e online suscitam a necessidade de maior investimento em conteúdos digitais e a criação de novas plataformas. Além disso, a pandemia causada pela COVID-19 contribuiu para transformar e digitalizar os museus, atualizar formatos e discursos expositivos, interagir e comunicar com os visitantes em novos formatos. São discutidas sugestões para investigação futura, nomeadamente o interesse em aprofundar o conhecimento sobre a temática incluindo a perspetiva de públicos, com diferentes caraterísticas e distribuídos por meios online e offline. Estudos futuros devem também ser alargados a outras latitudes e tipologias de museus. Alavancado em lacunas identificadas na literatura, este estudo contribui para o conhecimento ao explorar as medidas adotadas durante os confinamentos motivados pela COVID-19 e tendências no regresso à normalidade em museus de pequena escala.
This research aims to identify measures adopted in small-scale museums during the confinements motivated by COVID-19, exploring trends in return to normality. The public's decreasing interest in museums and the trend towards a decrease in the number of visits bring to the dialogue the need to design strategies that intend to reconnect museum institutions with the public. This exploratory study is based on qualitative research. Data collection uses a semi-structured interview with an intended sample of professionals in small-scale museums and members of the Algarve Museums Network. The results allow us to conclude that the professionals interviewed know new interaction needs with their audiences. The relevance of technologies and the strengthening of relationships between offline and online environments raise the need for greater investment in digital content and the creation of new platforms. In addition, the pandemic caused by COVID-19 has contributed to transforming and digitizing museums, updating exhibition formats and discourses, and interacting and communicating with visitors in new formats. Suggestions for future research are discussed, namely the interest in deepening the knowledge on the subject, including the perspective of audiences, with different characteristics distributed by online and offline media. Future studies should also be extended to other latitudes and museum typologies. Leveraging gaps identified in the literature, this study contributes to knowledge by exploring the measures adopted during COVID-19 lockdowns and trends in return to normalcy in small-scale museums.
This research aims to identify measures adopted in small-scale museums during the confinements motivated by COVID-19, exploring trends in return to normality. The public's decreasing interest in museums and the trend towards a decrease in the number of visits bring to the dialogue the need to design strategies that intend to reconnect museum institutions with the public. This exploratory study is based on qualitative research. Data collection uses a semi-structured interview with an intended sample of professionals in small-scale museums and members of the Algarve Museums Network. The results allow us to conclude that the professionals interviewed know new interaction needs with their audiences. The relevance of technologies and the strengthening of relationships between offline and online environments raise the need for greater investment in digital content and the creation of new platforms. In addition, the pandemic caused by COVID-19 has contributed to transforming and digitizing museums, updating exhibition formats and discourses, and interacting and communicating with visitors in new formats. Suggestions for future research are discussed, namely the interest in deepening the knowledge on the subject, including the perspective of audiences, with different characteristics distributed by online and offline media. Future studies should also be extended to other latitudes and museum typologies. Leveraging gaps identified in the literature, this study contributes to knowledge by exploring the measures adopted during COVID-19 lockdowns and trends in return to normalcy in small-scale museums.
Description
Keywords
COVID-19 Museu contemporâneo Tecnologias digitais Marketing