Museums and Related Institutions in Poland Following Political Transformation

The purpose of the research was to analyze the state of museums and related institutions in Poland, with comments on the market segmentation of these attractions. The research focused on the identification of the objectives set by museums and the programs used toachieve them. A survey questionnaire was distributed to a sample of 300 museums and dataobtained from 147 of them (a 49 per cent response rate). Market segmentation was analyzed onthe basis of the activities of the museums and resulted in the identification of groups of organizations with similar missions, price strategies and economic features. Four segments were identified: two ‘‘leading’’ (active/recreational and modern) and two ‘‘traditional’’ (traditional and traditional/recreational). Recommendations are provided regarding possible improvements tothe operation and facilities that could lead to increasing attendances. The research concluded that the Polish market of museums and related institutions is dominated by institutions with traditionalforms of presentation and interpretation, little activity in the community, and a traditional managerial approach to facility management.

Marek Nowacki