Uloga obrazovno-zabavnih sadržaja u oblikovanju i promociji usluga muzeja

master's thesis

• Title (english): The role of edutainment in creating and promoting museumsꞌ services
• Author: Ana Balaban
• Mentor: Tanja Komarac (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U svijetu, ali i u Hrvatskoj postoji trend spajanja obrazovanja i zabave u različitim područjima, a posebice u području kulture i umjetnosti. Posebno su to iskoristili muzeji kako bi obogatili svoju ponudu i iskustvo posjetitelja. Muzeji obrazovno-zabavne sadržaje mogu koristiti kako bi obogatili stalni postav ili prilikom predstavljanja izložbe. Muzeji putem takvih sadržaja žele zainteresirati određene skupine korisnika za kulturu i umjetnost te ih potaknuti na učenje o sadržajima koje muzej nudi na zabavan način. Cilj diplomskog rada je objasniti ulogu obrazovno-zabavnih sadržaja u oblikovanju ponude i promociji usluga, dok je cilj istraživačkog dijela rada prikazati ulogu obrazovno-zabavnih sadržaja u promociji usluga Hrvatskog prirodoslovnog muzeja putem analize slučaja. Rezultati istraživanja su pokazali koje obrazovne, zabavne i interaktivne obrazovno-zabavne sadržaje muzej nudi svojim posjetiteljima te koju ulogu obrazovno-zabavni sadržaji imaju u oblikovanju i promociji usluga muzeja.

Abstract (english)

Merging education and entertainment in different fields, especially in the field of culture and art is widespread in the world, as well as in Croatia. Museums have used this fact to enrich their offer and visitor experience. Edutainment can be used by museums to enrich their permanent exhibitions or when presenting a current exhibition. Through such content, museums want to interest specific groups in the arts and culture and encourage them to learn about the content that the museum offers in a fun way. The aim of this paper is to explain the role of edutainment in the creation of offer and promotion of services, while the aim of the research part is to present the role of edutainment in promoting the services of the Croatian Natural History Museum through case study. Results of this research showed which educational, entertaining and interactive edutainment contents the museum offers to its visitors, and what is the role of edutainment in the creation and promotion of museum services.

• Keywords: promocija usluga; obrazovno-zabavni sadržaji; muzej
• Keywords (english): promotion of services; edutainment; museum
• Language: croatian
• URN:NBN: urn:nbn:hr:148:882667
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2019-09-26 10:20:27