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  1. 1 Marketing i Rynek

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  1. 1 Śmiałowicz K.

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  1. 1 2022

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The image of the national art museums among young audiences interested and not interested in art

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Śmiałowicz K.
Marketing i Rynek
|
2022
|
issue 12
37-44
EN
The study aimed to compare the image of the national art museums in Poland among respondents studying art-related and non-art-related faculties and to identify significant differences in the image of national museums among those two groups surveyed. The study was conducted using a questionnaire survey among a purposely selected group. To evaluate whether differences in the image of Polish national art museums between the described groups of respondents are statistically significant, Student t-tests for independent samples were done. Although significant differences were found between the study groups, they were not as significant as expected. Students of art-related courses better perceive the national art museums, but even in this group, the image of the studied institutions is rather neutral. Respondents from both groups associate national art museums in Poland primarily with education and school trips. National art museums do not appear to young audiences as friendly and egalitarian places; at the same time, respondents do not see them as elite or prestigious institutions. While this does not mean an image failure for the museums surveyed, they should make an effort to make young audiences find them more welcoming.
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