DEVISING MUSEUM MARKETING STRATEGIES FOR INTERNATIONAL TOURISTS

DEVISING MUSEUM MARKETING STRATEGIES FOR INTERNATIONAL TOURISTS: A CASE STUDY OF NATIONAL MUSEUM DELHI

DEVISING MUSEUM MARKETING STRATEGIES FOR INTERNATIONAL TOURISTS : A CASE STUDY OF NATIONAL MUSEUM DELHIPRESENTED BY: STEFFI DEORIROLL.NO: 14M/03

BUDDY : SHIVANI GOEL

WHAT IS TOURISM?Its a temporary human migrationTourism is associated with travel.It is an urge to get away from the humdrum, or a thirst for adventure or an experience, a source of knowledge and above all relaxation.

ContdTourism Society Of Britain Tourism is the temporary, short term memory of people to destinations outside the place where they normally live and work and their activities during the stay at these destinations includes day visits and excursions

FORMS OF TOURISM

MARKETING STARTEGY RESEARCHSecondary ResearchBooks and JournalsMinistry of Tourism Website Tourism Statistics by Ministry of TourismMinistry of Culture WebsiteUK Museums Strategy for Tourists

Primary ResearchSample Survey ( Questionnaire and Interview)TouristsTravel AgencyCurator of National MuseumAutowallasVolunteer Guides of National Museum

PATTERN OF TOURIST VISITS

FTAS in 2013 TO INDIA



TOP 10 STATES RECEIVING HIGEST TOURIST ARRIVALS :STATES1. TAMIL NADUMAHARASHTRA UTTAR PRADESHDELHIRAJASTHANWEST BENGALKERELABIHARKARNATAKAHARYANA

PERCENTAGE20.6 %19.4 %12.9 %10.3 %6.8 %6.1 %4.1 %3.7 %2.5 %2.4 %

FTAs TO NATIONAL MUSEUM, DELHIYEAR201320142015NUMBER42,37643,07627,271

MARKETING STRATEGY:

1. MARKET RESEARCH:OBJECTIVE OF THE MARKET RESEARCH:

To understand museum as a product better.To understand pros and cons of National Museum as a product.To understand the museum product from tourist point of view and develop it better.

PROCESS OF CONDUCTING THE RESEARCH:Sample Survey was conducted for International Tourists.Questionnaire and Interview techniques were used to gather the data.Sample size is of 20.

ISSUES THAT WAS FOCUSSED UPON:

ANALYSIS OF DATA: 1).Countries of the respondentsChina Usa FranceMexicoSpainUKKoreaAustraliaNetherlandsGermanyRussia

2. Rating of preferred spots: Historical Sites and Monuments

Local Markets

Museum

3. Purpose of visiting the National Museum, Delhi:ALL AGREED UNANIMOUSLY ON THIS ANSWER: To enhance knowledge about the country.

4. Reference of the National Museum:

5. Gallery preferred the most:

6. Objects which captured attention the most:1.BUDDHA RELICS

2.BUDDHA FINGER

3.DUNGHUANG SILK PAINTING

4.DANCING GIRL

5.MINIATURES ( because of its rich colors.)

7. Is entry price to the museum high:Many respondent said it was very high.

8. Describing the level of satisfaction:1). many said extremely Satisfied2). Equally many Satisfied3). Satisfied

SUGGESTIONS BASED ON MARKET RESEARCH: 1). Lightening arrangements should be made proper, as the tourist had difficulty in viewing things.2). Should be better organized and more interactive.3). Audio-guides should be more than one languages, particularly Chinese.4). To address the Dustbin issue in the Museum.5). More directions and signage in the Museum.

CONCLUSION ON MARKET RESEARCHAlthough the tourists were overall satisfied with the National Museum, Delhi. It has a lot of potential to develop and make it far better. It has to work on its Drawbacks and develop a marketing strategy based on intense research.

MARKETING STATEGY BASED ON RESEARCH:Tie-ups with organizations and institutions; tourist guides.Big Publicity Materials like hoardings of National Museum around monuments or market places. (i.e. places mostly frequented by tourists)Taking clue about favorite objects, the publicity material should consists of pictures of those objects.Can upon about the suggestion about the museum.

LETS HEAR THE EXPERT OPINION ON DRAWBACKS OF MUSEUM PRODUCT AND OTHER STATEGIES TO ATTRACT INTERNATIONAL TOURISTS: Lets hear Experts Opinion.

2. IDENTIFICATION OF STAKEHOLDERS MINISTRY OF CULTURETRAVEL AGENCIESAUTOWALLAS

1. MINISTRY OF TOURISM AS STAKEHOLDER:One of the Mission and Objective Of MoT is to attract maximum number of foreign tourists to India.Its International Policies can have an effect on the footfall of International tourists. E- Visa Facility for 43 Nations including usa, Israel, Germany, Singapore, Japan, Australia.

The MoT also does overseas marketing ; Publicity and events and International cooperation.It organizes sales tours, participation in travel fairs and exhibition and road shows held overseas.It also embarks on production of Publicity Material and for promoting Indian tourism destination and products.

2. DEHI TOURISM DEVELOPMENT COPERATION AS STAKEHOLDER :WHY THIS??????

WHY NOT THIS??????

3. AUTOWALLAS AS STAKEHOLDERS :

Mr. Vijendra Mishra - I have been driving auto for more than 40 years in Delhi, particularly the area around National Museum. Whenever tourists ask me what are the places to see in Delhi, I always say about National Museum. I tell them, if you are interested in visiting a Museum, then I can take you to the National Museum, Delhi. It is one of the biggest museums in India.

4. TRAVEL AGENCY AS STAKEHOLDERS :

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Marketing Strategy:

To have tie ups with different government recognized travel agency.To bring their travel guides to National Museum and train them about the collections.

5. DIFFERENT ORGANISATIONS AS STAKEHOLDERS :National Museum can have cooperation OR MoU with different organization's for marketing the museum.

6. MINISTRY OF CULTURE AS STAKEHOLDER:The Objective of Ministry of Culture for RFD ( Results-Framework Document) 2015 is Preserve and Promote tangible heritage through development and efficient management of museums.Function of Ministry of Tourism is Preservation and Promotion of Art and Culture through Museums.Ministry of Culture has MoU with 16 Museums For 2015-1016. National Museum, Delhi; Indian Museum; National Council of science Museums; NGMA ( Delhi, Mumbai & Bangalore branch); NMI; Rampur Raza Library; Salar Jung and Victorial Memorial Hall

OBJECTIVE & SUCCESS INDICATOR CHART :OBJECTIVEACTION TAKEN SUCCESS INDICATORPreserve & promote Tangible Heritage through Development and efficient Management of museums.1. Implementation of Museum Reforms.Capacity Building of museum Professionals.Special Events/Exhibitions.Implementation of Jatan Software.Galleries Modernized and Opened to the Public.Increase in the number of footfalls.Physical Verification Of art objects.

2. Innovation in Museums.Training of volunteer guides.Designing & Implementing Innovation Action Ideas and Plans.Opening Innovation Hubs.

PROJECTS UNDERTAKEN BY NATIONAL MUSEUM

1. OUTREACH MEASURES OF NATIONAL MUSEUMOrganizes different outreach programmes, workshops, competitions, organized for different age groups.Printing of Pamphlets and Guidebooks for visitors.Measures adopted to Advertise and Market the Museum.

2. MODERNISATION PROGRAMME Modernization of Galleries by installation of modern lightning and display.Galleries opened/ re-opened.Installation of interactive digital kiosks, audio-guides and LCD screens.Upgradation of museum Website.Improvement in visitor Amenities.Construction of an atrium over the museum rotunda.Preliminary work for development of new gallery- Bronze Gallery and Nizams Jewellery Gallery.Delisting of adjacent ASI building.

3. MUSEUM ACTIVITIESExhibitions, Seminars and Lectures organized ( Short- term courses; Monthly or Annual Lectures).Collaboration with schools, colleges and other Institutions for popularizing the museum.Publication and Research Work.Preparation of a Museum Manual.Extension of Volunteer guide pogramme.

4. E - GOVERNANCEDeveloping of online system for application of various services being provided by the organization.E-Ticketing.Digitization of library books and uploading of a catalogue on the organizations website.

5. OTHER PROJECTS TO BE UNDERTAKENIncreased presence on social media ( Facebook/ Twitter/ You-Tube/ Website)Provide Promotional Films to Doordarshan and make an Inventory of Films.Introduction of Video Show for Guidance of visitors to the museum.Preparation of basic documentary CD for 5-10 minutes giving introduction, activities and achievements of the organization.Opening OF Galleries during extended hours for special exhibitions/occasions and change of timings to increase footfalls.Printing of Advance Calendar of events.

3. IMAGE POSITIONING & BRANDING

CONCLUSION: The National Museum has embarked on a modernization Programs which it is fulfilling in its greatest capability. The museum should always try to improve its product & services by conducting more research based survey, to understand its products better.Since National Museum doesnt have a Marketing department, but the Outreach Department functions as such, thereby it should also organize programs and events directed toward international tourist.

RECOMMENDATIONS:

Intense use of Social Media like Facebook, Twitter, YouTube.Holding of more International exhibitions Abroad.The website could be possibly in many languages.To establish bonding with Visitors.Use of App based application system.

DIFFICULTIES ENCOUNTERED:IN DATA COLLECTIONHad to come everyday for data for my questionnaire, but meeting just 1-2 tourist someday.Since the questionnaire had open ended questions, many didnt fill in.Slamming of the phone into the face by Travel Agencies.TECHNICAL DIFFICULTIESMaking PPT for first time in my life, lot of trial and error and finally succeeded in making it.