Abstract:

Significant changes are observed in managing museums and art galleries. They are related to development of the functions they perform, as well as their large economic potential that results from triggering a multiplier effect that is especially observed if museums and art galleries perceived as tourist attractions become a distinctive feature of cities and regions. The processes are accompanied by transformations of the character of relationships shaped by these institutions with the entities in their environment. The purpose of the paper is to show the usefulness of the concept of relationship marketing in managing museums and art galleries in the context of their durability and the level of confidence. Implementation of the indicated objective required identification of the functions performed by museums and art galleries as well as stages of museology development that constitute an important context of implementation of the concept of relationship marketing that results from the fact that sometimes expectations of individual groups in the environment can be diverse. The paper especially focuses on results of empirical research that show how museums and art galleries in Poland asses their relationships with entities in the environment in terms of their durability and level of confidence.