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CULTURAL AND EDUCATIONAL TOURISM MARKET: MUSEUM TECHNOLOGICAL SOLUTIONS
Abstract
General analysis of museum integration into the tourist space shows that modern museum tourism is characterized by the following factors: - Growing governmental attention to the museum tourism issues: These issues are reflected in two federal programmes: on Internal and Inbound Tourism Development in Russian Federation (2011−2018) and on Culture of Russia (2012–2018). - Growing public interest to the museums: Interest to the museums is represented in the growing number of visitors, which has increased for more than 5,5 million and is equal to 92 525,4 thousand people. Actually, all this increase has been reached thanks to the promoted activity of museums being under direct control of Ministry of Culture of Russia: among 5,5 million of visitors federal museums account for about 2,5 million. - Specific feature of museum tourism modern stage is outrunning growth of individual museum visitors number (3,4 million) as compared to the group visitors (about 600 thousand). - The majority of museum service consumers are satisfied by the service quality, as long as they are motivated for museum revisit (according to All-Russian Public Opinion Research Center data). However, according to the same data 62\% of Russian residents do not visit museums and exhibitions at all. It's remarkable that herewith 47\% of respondents in 2010 and 51\% in 2013 expressed their wish to visit museums and exhibitions more often. It indicates either museum service deficiency on the market, which is rather unlikely, or unsatisfactory museum service promotion (“bad” marketing). Nowadays museums adapted to the market and receiving large tourist flows widely use modern management technologies from resource audit and strategic planning to branding; actively introduce informational and communication technologies; employ animation and gaming technologies and, consequently, change the correlation between educational and entertainment component of visitor servicing in favor of the latter.
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