Transformation of the museum product (the case of the museums in Belgorod region)

Today each museum needs to develop the market development strategy based on the complex analysis of potential consumers of a museum product. It is necessary to identify the key points in the work of the museum with visitors to increase in quality and availability of services. For this purpose, we have studied of museum audience. The conducted research has revealed a number of problems connected with need for transformation of a museum product providing satisfaction of visitors’ requests and at the same time increasing the revenues of the museum. The museum establishment should offer a “product” that meets the needs of the visitor and favorably distinguishes a specific museum from its competitors. The task is complicated by the heterogeneity of the museum audience. It is necessary to introduce digital media more widely in the museum sphere for contextual content of the museum exposition and multimedia presentation of information. The multimedia method of presenting information, in contrast to the classical one, can provide more additional information about the exhibition, thereby significantly expanding its context...