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MUSEUM'S WEBSITE AS A SIGNIFICANT TOOL OF FINANCIAL ACTIVITY OF MUSEUMS
Abstract
The research purpose was to explore the webpages of museums in the Baltic Sea region and to evaluate the level of its usage as a financial instrument. In the following article there are the different options to use the museums websites as instruments of a financial endowment, fundraising, public relations and direct sales. The group of cultural studies scholars, researchers of usability and Web-developers has investigated 20 webpages of different museums in Russia, Estonia, Latvia and Lithuania. In the framework of this research, we examined 5 webpages of the capital cities in the region (Tallinn, Riga, Vilnius, and St. Petersburg). To maintain the experimental integrity, the investigated museums were of the same field. There were museum websites of historical museums, art museums, war memorial museums, the historical museums of transport (railway and navy museums), and museums of history (ethnography). As a result, the following research identified the pivotal points that are typical as for the whole region and for the specific countries as well. The research has showed that the museums webpages are not used effective enough as a tool to attract money due to the fact that the website opportunity is mainly considered as an advertisement or PR-tool. The research revealed that it is more common for financially stable museums to use website as an additional revenue tool. As for instance, St. Petersburg museums are likely to use websites as a part of fundraising strategy rather than museums of Tallinn and Riga. At the same time, the research detected the similarity in the problems of Baltic Sea region museum webpages. This helped to elaborate a guideline for museums that set up or update its websites. Since the following research conducted in 2014 was focused on the large museums' problems, in order to give a complete picture it is necessary to investigate the same issues based on websites of provincial and small museums.
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