Reasons to Use Beacon Technology as a Tool to Study Audience Behaviour in Museums Iryna Manczak, Katarzyna Sanak-Kosmowska, Maria Bajak Cultural Management: Science and Education 3 No. 2 (2019) https://doi.org/10.30819/cmse.3-2.05     pp: 83-94     2019-12-16

Reasons to Use Beacon Technology as a Tool to Study Audience Behaviour in Museums

Stichworte/keywords: Cultural institutions, museums, marketing communication, beacons, in-depth interviews, qualitative study, audience behaviour

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Abstract
Continuous technological development creates new possibilities for the study of the market behaviour of audiences visiting cultural institutions. Beacons are among the most promising directions in this regard. Using beacons allows not only for effective communication with visitors at the institution, but also makes it possible to observe their behaviour. This article contains an analysis of interviews conducted in selected museums using beacon technology and presents the qualitative results. On the basis of the research, the article outlines the potential level of utilization of the application in monitoring the behaviour of the audience, and analyses technology development trends. The presented results can be a con-tribution to further research, and an inspiration to find other topics for research in imaging the marketing activity of museums.

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