Determinants of image formation of national art museums among Gen Z – exploratory factor analysis

Determinanty kształtowania wizerunku muzeów narodowych o profilu artystycznym wśród przedstawicieli pokolenia Z – eksploracyjna analiza czynnikowa

National art museums around the world are different from other museums – they are multidisciplinary institutions with priceless art collections that play vital role in preserving historical artefacts and stimulating people's interest in art and high culture. One of the biggest challenges facing museums today is attracting Generation Z. Therefore, the research aimed to identify the key factors that shape the image of national art museums among Generation Z. The research was conducted using both qualitative and quantitative research methods. In-depth interviews were conducted with marketing communication staff from seven national art museums in Poland, which led to the identification of 12 variables that shape a positive museum image. These variables were included in a questionnaire given to Gen Z representatives studying in art-related and non-art-related faculties. Exploratory factor analysis was used to identify the key factors contributing to a positive image of national art museums among these target groups.

Muzea i galerie narodowe o profilu artystycznym na całym świecie różnią się od innych muzeów – są multidyscyplinarnymi instytucjami, które odgrywają istotną rolę w zachowaniu bezcennych artefaktów oraz stymulowaniu zainteresowania ludzi sztuką i kulturą wysoką. Jednym z największych wyzwań stojących obecnie przed muzeami jest przyciągnięcie pokolenia Z. W związku z powyższym badanie miało na celu zidentyfikowanie kluczowych czynników, które kształtują wizerunek muzeów narodowych o profilu artystycznym wśród odbiorców z pokolenia Z. Badanie zostało przeprowadzone przy użyciu zarówno jakościowych, jak i ilościowych metod badawczych. Przeprowadzono pogłębione wywiady z pracownikami komunikacji marketingowej z siedmiu narodowych muzeów sztuki w Polsce, co doprowadziło do identyfikacji 12 zmiennych kształtujących pozytywny wizerunek muzeum. Zmienne te zostały uwzględnione w kwestionariuszu skierowanym do przedstawicieli pokolenia Z studiujących kierunki związane i niezwiązane ze sztuką. Eksploracyjna analiza czynnikowa została wykorzystana do zidentyfikowania kluczowych czynników wpływających na pozytywny wizerunek muzeów narodowych o profilu artystycznym wśród respondentów.

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