muSEAum - branding the sea museums of Portugal : research findings and perspectives of an innovation journey
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2022
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University of Lusophone Humanities and Technology
Resumo
É formidável a presença do mar nos museus, monumentos e sítios portugueses, um património multifacetado que proporciona experiências que transpõem história, exploração, indústria, comércio, modos de vida, tecnologias, arquitetura, artes populares e belas-artes. muSEAum focou em competências de gestão para a exploração competitiva das características, localização e acervo dos museus. O projeto de co-inovação com uma amostra de instituições museológicas temáticas do mar – não apenas museus marítimos ou marinhos – em todo o país abordou a definição, gestão e comunicação da marca museológica, os benefícios da marca coletiva Museu de Mar de Portugal, tecnologias de experiência do visitante, maior consciência nacional e internacional, espírito de pertença, novas parcerias de aprendizagem e turismo local. A pesquisa sobre públicos e práticas de gestão forneceu uma base sólida de avaliação. Embora algumas boas práticas se destaquem, a maioria das instituições sofre de insuficiente financiamento e de falta de autonomia administrativa. Os esforços de promoção são direcionados para os círculos locais, resultando numa visibilidade nacional e internacional residual, afetando sobretudo os museus fora dos circuitos turísticos. Marcas são incipientes ou inexistentes, sites são ineficientes ou inexistentes, atividades inconspícuas de SEO e marketing digital, ausência significativa de domínio próprio mantém muitos museus escondidos no turbilhão da internet. Palavras- chave: património marítimo; museu; Portugal; branding; museaum
The presence of the sea in Portuguese museums, monuments and sites is formidable, a multifaceted heritage providing experiences transposing history, exploration, industry, commerce, lifestyles, technologies, architecture, popular and fine arts. muSEAum focused on management competencies for the competitive exploration of museums’ characteristics, environment, and collection. The co-innovation project with a nationwide sample of sea-themed museological institutions – not just maritime or marine museums -- addressed the definition, management and communication of the museum brand, the benefits of a Sea Museum of Portugal collective brand, visitor experience technologies, national and international reach and awareness, spirit of belonging, new learning partnerships, and local tourism. Research on audiences and management practices provided a solid evaluation basis. Notwithstanding some noteworthy, good practices, most institutions suffer from insufficient funding and administrative autonomy. Promotional efforts are geared towards local constituencies leading to residual national and international visibility, affecting particularly those off tourist circuits. Incipient or inexistant brands, inefficient or non-existent websites, inconspicuous SEO and digital marketing activities, own domain names a rarity keep many museums absconded in the internet maelstrom.
The presence of the sea in Portuguese museums, monuments and sites is formidable, a multifaceted heritage providing experiences transposing history, exploration, industry, commerce, lifestyles, technologies, architecture, popular and fine arts. muSEAum focused on management competencies for the competitive exploration of museums’ characteristics, environment, and collection. The co-innovation project with a nationwide sample of sea-themed museological institutions – not just maritime or marine museums -- addressed the definition, management and communication of the museum brand, the benefits of a Sea Museum of Portugal collective brand, visitor experience technologies, national and international reach and awareness, spirit of belonging, new learning partnerships, and local tourism. Research on audiences and management practices provided a solid evaluation basis. Notwithstanding some noteworthy, good practices, most institutions suffer from insufficient funding and administrative autonomy. Promotional efforts are geared towards local constituencies leading to residual national and international visibility, affecting particularly those off tourist circuits. Incipient or inexistant brands, inefficient or non-existent websites, inconspicuous SEO and digital marketing activities, own domain names a rarity keep many museums absconded in the internet maelstrom.
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Publisher Copyright: © 2023, Edicoes Universitarias Lusofonas. All rights reserved.
Palavras-chave
EDUCAÇÃO, MUSEUS, GESTÃO DE MARCAS, PATRIMÓNIO CULTURAL, EDUCATION, MUSEUMS, CULTURAL HERITAGE, BRAND MANAGEMENT, SDG 9 - Industry, Innovation, and Infrastructure, SDG 12 - Responsible Consumption and Production
Citação
Torres, N C 2022, 'muSEAum - branding the sea museums of Portugal : research findings and perspectives of an innovation journey', Revista Lusófona de Educação, vol. 57, no. 57, pp. 69-82. https://doi.org/10.24140/issn.1645-7250.rle57.05