publication . Article . 2015

Museum promotion and cultural salience: the agenda of the Athenian Acropolis Museum

Nikos Zakakis; Philemon Bantimaroudis; Stylianos Zyglidopoulos;
Open Access English
  • Published: 29 Jun 2015
  • Publisher: Taylor & Francis
  • Country: United Kingdom
This case study examines a process of agenda building in the context of cultural organizations. We chose the Acropolis Museum, as a new, emerging cultural organization in the European periphery which engages in public actions, in the form of symbolic initiatives, in order to set a specific cultural agenda for Greek and international media. We scrutinize seven symbolic initiatives publicized by the museum, as attributes that influence media content. We conclude that development of cultural/educational services, advertising and marketing, visitor/customer relations, partnerships, symbolic actions, special events, and supporting services constitute significant cult...
free text keywords: Tourism, Leisure and Hospitality Management, Business and International Management, Visual Arts and Performing Arts, Agenda building, Acropolis, biology.organism_classification, biology, Customer relationship management, business.industry, business, Public relations, Visitor pattern, Sociology, Special events, Media content, Salience (language)
Related Organizations

Mytilene, T.K. 81100, Greece

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