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The Correlation Between Marketing Programs of Museums and Motivation of Young Adults in Swiss German University to Visit Museums

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The tendency of young adults motivation not to visit museum has become the reason behind this research to be conducted. the museum marketing also plays a role in the motivation of young adults to visit museum. This research objective is to identify the correlation of museum marketing to the motivation of young adults to visit museum, the most suitable museum marketing tool and the perception between general museums officers and Swiss German University Students towards museum marketing and motivation to visit museum. This study focuses on Swiss German University students and general museums officers. the research method used is quantitative research through primary data from questionnaires using a Likert scale spread to 293 Swiss German University students and 3 general museums officers. the secondary data is collected from books, journals, scientific articles and other sources. the result found that there is a correlation between museum marketing at 41%, the most suitable museum marketing tool is brochures at 69% and there is no significant difference between the perception of general museums officers and Swiss German University Students towards museum marketing and motivation to visit museum. Based on this study, the museum needs to provide interesting brochures to attract more young adults to visit museum.

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Availability

B01700

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1700

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

HTM
Tourist motivation
Museum
Museum marketing

Specific Detail Info

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Statement of Responsibility

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