درخت حوزه‌های تخصصی

Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions. Without understanding the philosophy, the meaning and nature museum cannot realize its importance in view of civilization. Today, Museums benefit from lots of different Marketing tactics in attracting visitors. Marketing is something used by someone who wants to influence the decision and behavior of another in order to reach its organizations' economic and social goals. Art Marketing is an integrated management process, which regards mutually satisfying exchange relationship with the customers as a means to achieve the organizational objectives.  One of the effective solutions is the using of the cultural marketing in order to develop a museum. The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums. An analytical-descriptive methodology has been applied in this study. The questionnaire contains 35 items on a 5-point Likert scale. 300 questionnaires were distributed among visitors and museum officials in Tehran, Tabriz, Hamedan and Sanandaj were collected and analyzed. Cronbach’s alpha coefficient was used to ensure the reliability of the research tool. The questionnaire showed a very good reliability of 0.84 percent. The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective. In addition, suitable use of advertising has increased the amount of historical tourism and visiting museums rate.

Abstract Businesses are the heart of every economic and social system. However, some of them are faces with failure due to the lack of a proper business model or having an inappropriate one. For designing a business model or innovating it, different elements should be taken into account. Not only considering these elements is crucial, but also their role in the system and detecting the interrelations between them are of outmost importance. With this regard, the aim of this article is investigating the possible effects and impacts of each element on others in a Business Model and categorizing them based on their importance and their net contribution in the selected model. For this purpose, Decision Making Trial and Evaluation Laboratory (DEMATEL) method is hired. The business model investigated in this article is the one introduced by krumeich and consisted of 20elements. Although all the elements are interdependent, based on the findings of this research, Resource Model is the most effectual component as well as being the most important element in the system. Furthermore, Cost Model is the highest impact receiver due to the highest amount of impacts receives from other elements. The results of this research are depicted in the form of tables and graphs.