| Summary: | Since two decades ago, museum has experienced paradigm shift, from
collection-oriented museum to visitor-oriented museum. This paradigm shift
requires museum to improve their services to their visitors as well as public at
large, both in its education and recreation aspects. This in turn has caused
radical changes in the museum management especially throug the
implementation of well design museum marketing. In museum, the marketing
management is seen as an effort to market the museum product and services to
the public. In addition, the marketing management should be able to enhance the
museum reputation. One of indication of a succesfull marketing is the increase in
visitor number.
Museum Benteng Vredeburg Yogyakarta (MBVY) is a special museum which
presents information on the Indonesian�s struggle for independent especially in
Yogyakarta Region. This museum is among the museum which have tried to
implement marketing. To know how the marketing management was conducted
in MBVY, an evaluation is needed. Such an evaluation can be undertake through
a comparative analysis which compare general principles of museum marketing
to the program that has been carried out by the museum relating to museum
marketing. The general principles of museum marketing are derived from
compilation of museum marketing models suggested by some scholars. The
result demonstraete there are a number of marketing that have not been
implemented yet by MBVY. Those principles are discussed in this thesis and
some recomendations were suggested to improve the MBVY marketing.
Hopefully the management of MBVY could improve their marketing management
so that the museum will have a high reputation in Indonesa.
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