Marketing Policies in Public Museums of Greece: Empirical evidence and Implications for Policy

The aim of this study is to examine the role and importance of certain promotional policies in supporting the image of Greek public museums with direct consequences on their visibility and attractiveness at national and global level. It also examines whether the implementation of these policies is directly related to both the dynamics of the museums and the geographical location in which they are located. In particular, emphasis was given to the comparative analysis of the degree of adoption of promotion policies between museums located in the major urban centers of Greece (Athens and Thessaloniki) and those located in the Greek periphery. For these purposes, questionnaires were handed out to museum directors and managers in Greece (national and regional). In a total of 173 public museums and archaeological sites (also having a museum) in the country, 114 questionnaires were sent out, covering 66% of the surveyed reference population. A hundred (100) valid questionnaires were collected (response rate: 88%), covering 58% of the public museums in Greece and in particular 25 museums and archaeological sites of national importance and 75 of regional/local importance. Data were analyzed by using Exploratory and Confirmatory Factor Analyses, Structural Equation modelling techniques as well as Parametric tests (T-tests). The results highlight the importance of external orientation, strategic digital engagement, and visibility through networks over traditional marketing tactics. Furthermore, the findings reveal that museums in urban areas consistently demonstrate higher levels of awareness as well as greater adoption of modern and extroverted marketing strategies, indicating that they can be key drivers of urban tourism development, reshaping the way cities develop.