Twenty-first International Conference on Knowledge, Culture, and Change in Organizations

Abstract

Culture centres are based on the following main elements of marketing: product, location, service marketing and service support factors. Culture centres provide cultural services whose implementation location belongs to territories encompassed by those culture centres. Their cultural services are public goods. Public services must satisfy the needs of the society, be non-profit, and they often cannot be valued in money. Since culture centres are often funded by state or municipality budgets; therefore, their services are usually free. In order for the image of the cultural centres to be formed, the services provided are announced publically and the audience is attracted, service support factors are carried out. This study analyses what marketing means to culture centre use during the COVID-19 pandemic in order to maintain their audiences. The study is carried out in the following three stages: spring (April-May), autumn and winter (September-December) of 2020, and also one in the first half of 2021. The study includes The Association of Lithuanian Culture Centres, a researcher of Vilnius University Kaunas Faculty group of researchers Creative Industries and Innovations. The study includes quantitative research, i.e., a survey with a semi-structured questionnaire. The study is based on data from 80 culture centres. The results of the initial study analysis are presented.

Presenters

Virginija Jureniene
Professor, Kaunas Faculty, Institute of Social Sciences and Applied Informatics, Vilnius university, Alytaus Apskritis, Lithuania