Konferensartikel

A qualitative research was carried out among people who work in the major national and private museums in the city of Athens. The empirical research and the literature review revealed that there are not only structural differences between public and private museums; but marketing strategies as well. This research study made an attempt to investigate whether museum managers consider modern tools as an implement to fulfil their mission and magnify up-to-date visitors’ satisfaction. Most of the museums seem not to adapt contemporary approaches in their operation; although most of the directors believe that those strategies could lead museum institutions into a more desirable level.

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