Quantifying factors influencing the interest in museums with the use of marketing mix modelling

ABSTRACT

This paper recommends the marketing mix modelling methodology for improving the marketing and exhibition activities at museums and art galleries as it can complement other currently used methods such as surveys or qualitative research. Focus is placed on the Zacheta - National Gallery of Art. Econometric modelling is used to quantify the impact of independent factors (e.g., weather, holidays, events and COVID-19 pandemic) on the popularity of the gallery. The impact of the media and individual exhibition types are analysed in relation to visitor interest. Recommendations for the planning of future activities are made.