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Market and marketing within the concept of functioning and development of cultural heritage sites

Author

Listed:
  • Andrzej Szromnik

    (Cracow University of Economics, Kraków, Poland,)

Abstract
Objective: The article presents the conditions, factors, and stages of development of the market orientation of cultural heritage objects. The author introduced a terminological distinction – the cultural potential of the object and its market potential. The market potential is understood as the ability to generate revenues from com-mercial activities (products and services).Research Design & Methods: The conceptual nature of the article determined the scope of methods used in diagnosing, analyzing, and synthesizing the phenomena and processes discussed. These were primarily critical literature studies, which usually limited considerations of the market role of cultural heritage objects to the cases of mu-seum institutions and their tourist functions.Findings: Developing and organizing knowledge about the market concept of the functioning of cultural heritage objects, as well as indicating the main directions in the strategic marketing management of these objects. Besides, the paper points out the relationship between the cultural potential and market potential of historic buildings and outlines its significance.Contribution & Value Added: The presented concept of market orientation of cultural heritage objects breaks with the narrow understanding of the market of these objects and its only marginal role in generating development factors. The sustainable development of historic buildings should be focused on a balance between its functional goals (protection and conservation), socio-civilization goals, and economic ones.

Suggested Citation

  • Andrzej Szromnik, 2019. "Market and marketing within the concept of functioning and development of cultural heritage sites," International Entrepreneurship Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(3), pages 79-94.
    • Handle: RePEc:krk:ientre:v:5:y:2019:i:3:p:79-94
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    File URL: https://ier.uek.krakow.pl/index.php/pm/article/view/1924/pdf_1
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    Citations

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    Cited by:

    1. Kerstin Bätz & Patrick Siegfried, 2021. "Complexity of culture and entrepreneurial practice," International Entrepreneurship Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 7(3), pages 61-70.

    More about this item

    Keywords

    cultural heritage; heritage marketing; heritage industry; heritage tourism; marketing of museum; market orientation of culture; economics of culture;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • R53 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Public Facility Location Analysis; Public Investment and Capital Stock
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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