Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos
Research purpose. In today's business world and for over a hundred years, art events have been used to develop a brand, promote awareness, and increase the number of customers. Art is a useful tool for a company to promote and advertise its products. As some authors mentioned, arts can enhance...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-12-01
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| Series: | Economics and Culture |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/jec-2023-0013 |
| _version_ | 1797375887995305984 |
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| author | Grantina Elina Budanceva Jelena |
| author_facet | Grantina Elina Budanceva Jelena |
| author_sort | Grantina Elina |
| collection | DOAJ |
| description | Research purpose. In today's business world and for over a hundred years, art events have been used to develop a brand, promote awareness, and increase the number of customers. Art is a useful tool for a company to promote and advertise its products. As some authors mentioned, arts can enhance the company's image: in marketing and selling, art can brand a company's culture and products; arts can also act as a social connector in the workplace and beyond and in marketing, art can brand a company's culture and products, it helps to further community relations (Anderson, 2017). Companies can use not only art events to attract customers and diversify target audiences but also institutions such as zoos. Attracting visitors through art events is especially important for those zoos that cannot afford rare animal species or special spaces and landscapes. Nowadays, most cultural activities in zoos are done under the educational programs - educational activities provided by zoos not only concern animals, biodiversity and the environment but may have cross-academic roots, like arts, geography, theatre, engineering and technology, physical and mental health, even math (Zareva-Simeonova et al., 2014.) Social media development gives the zoos an excellent opportunity to make these activities visible and allows them to incorporate art, music, crafts, games, and storytelling into the zoo experience. Videos, artistic content and online read-alongs can draw kids and their families into the zoo community long before stepping foot into the zoo. (Softplay, 2023). The most active in attracting visitors with art and culture activities are USA zoos, from the usual placement of art objects in the zoo territory and celebration of various holidays to master classes with professional artists who teach visitors to draw animals and art residencies. This research aims to identify European best practice examples of zoos using art events that attract more local visitors and tourists and classify art events in zoos. |
| first_indexed | 2024-03-08T19:30:44Z |
| format | Article |
| id | doaj.art-bf172baa56d1474cbc00678a81d94c24 |
| institution | Directory Open Access Journal |
| issn | 2256-0173 |
| language | English |
| last_indexed | 2024-03-08T19:30:44Z |
| publishDate | 2023-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Economics and Culture |
| spelling | doaj.art-bf172baa56d1474cbc00678a81d94c242023-12-26T07:42:38ZengSciendoEconomics and Culture2256-01732023-12-01202123110.2478/jec-2023-0013Incorporating Art Events Into Marketing Activities - Good Practice By European ZoosGrantina Elina0Budanceva Jelena11EKA University of Applied Sciences, Riga, Latvia2EKA University of Applied Sciences, Riga, LatviaResearch purpose. In today's business world and for over a hundred years, art events have been used to develop a brand, promote awareness, and increase the number of customers. Art is a useful tool for a company to promote and advertise its products. As some authors mentioned, arts can enhance the company's image: in marketing and selling, art can brand a company's culture and products; arts can also act as a social connector in the workplace and beyond and in marketing, art can brand a company's culture and products, it helps to further community relations (Anderson, 2017). Companies can use not only art events to attract customers and diversify target audiences but also institutions such as zoos. Attracting visitors through art events is especially important for those zoos that cannot afford rare animal species or special spaces and landscapes. Nowadays, most cultural activities in zoos are done under the educational programs - educational activities provided by zoos not only concern animals, biodiversity and the environment but may have cross-academic roots, like arts, geography, theatre, engineering and technology, physical and mental health, even math (Zareva-Simeonova et al., 2014.) Social media development gives the zoos an excellent opportunity to make these activities visible and allows them to incorporate art, music, crafts, games, and storytelling into the zoo experience. Videos, artistic content and online read-alongs can draw kids and their families into the zoo community long before stepping foot into the zoo. (Softplay, 2023). The most active in attracting visitors with art and culture activities are USA zoos, from the usual placement of art objects in the zoo territory and celebration of various holidays to master classes with professional artists who teach visitors to draw animals and art residencies. This research aims to identify European best practice examples of zoos using art events that attract more local visitors and tourists and classify art events in zoos.https://doi.org/10.2478/jec-2023-0013art eventszoomarketing instrumentsz10m31 |
| spellingShingle | Grantina Elina Budanceva Jelena Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos Economics and Culture art events zoo marketing instruments z10 m31 |
| title | Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos |
| title_full | Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos |
| title_fullStr | Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos |
| title_full_unstemmed | Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos |
| title_short | Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos |
| title_sort | incorporating art events into marketing activities good practice by european zoos |
| topic | art events zoo marketing instruments z10 m31 |
| url | https://doi.org/10.2478/jec-2023-0013 |
| work_keys_str_mv | AT grantinaelina incorporatingarteventsintomarketingactivitiesgoodpracticebyeuropeanzoos AT budancevajelena incorporatingarteventsintomarketingactivitiesgoodpracticebyeuropeanzoos |