COMMUNICATION IN THE MUSEUM MANAGEMENT SYSTEM

Abstract

The article is devoted to the study of the features of the activities of museum institutions and their significant contribution to the development of tourism, recreation and the hospitality industry. It is shown that museums form unique cultural and educational products and services that enrich the tourist market, create additional value for visitors and contribute to increasing the attractiveness of territories for recreation and cultural consumption. The specifics of museum management are determined, which significantly differs from the management of commercial enterprises due to the priority of scientific and research activities, the non-commercial nature of operation and the uniqueness of collections and museum institutions. The main objects of museum management are considered, including human resources, material, financial and technical potential, marketing activities and communications, and the features of assessing the value of museum collections and the complexity of comparing individual objects are also emphasized. Special attention is paid to communications as a key tool of an effective museum management system. The social and economic approaches to defining the category of “communication” are analyzed, their role in consolidating participants, organizing interaction and managing the transfer of information both within the institution and in interaction with the external environment is highlighted. Internal communications aimed at increasing labor productivity and the effectiveness of implementing strategic decisions are considered in detail, as well as external communications that form the trust of the public, authorities, the media, partners and sponsors. The classification of communications is given by the method of presentation, direction of interaction, sphere, purpose, target audience and channels of information transmission. The importance of the two-way communication process as the basis for the exchange of knowledge, experience, ideas and emotions, which ensures effective interaction between staff, visitors and partners, is emphasized. It is highlighted that the formation of a museum management system taking into account communication features contributes to the implementation of strategic objectives of museums, increasing their competitiveness and role in the cultural and tourist development of the region.