The Laboratory Project Portfolio is presented by studies of various focus
The aim of this project is to establish interaction between Dutch and Russian universities and museums to explore the new role of youth in the development of museums.The first stage of the project included 4 tracks:
1.Creation of a pre-acceleration program for the development of youth entrepreneurship and start-ups in museums. The track was implemented under the patronage of the Center for Innovative Entrepreneurship in cooperation with experts from the University of Groningen. As part of the track, students of the Higher School of Economics - St. Petersburg took part in VentureLab Weekend, presented their projects to the experts of the museum community.
2.Creation of a joint LEGO course «Youth and Museums». The result of this direction will be an innovative online course by the Higher School of Economics and the University of Tilburg on the creation and media promotion of museum products for young people. As part of the first stage of the project, the concept of the future online course was developed.
3.Creation of a Dutch-Russian youth network of members of youth councils and youth clubs at museums. In this direction, students of the Higher School of Economics - St. Petersburg and the Avans University of Applied Sciences, together with researchers from the Laboratory of Cultural Economics and experts from the Avans University of Applied Sciences, studied the peculiarities of interaction between youth and museums in social networks in the intercultural context.
4.Creation of the concept of international project internships.
The results of the first stage of the project were presented to the international online conference «Youth as a driver of museum development».
The project is supported by the the Netherlands Consulate-General in St. Petersburg.
As part of this study, a set of activities was carried out, the purpose of which was to analyze the implementation effectiveness of the «International project to create new museum approaches to working with young people 15-24 years old «Museum 15/24» in terms of its main indicators and target audiences. To achieve this goal, an analytical block of performance indicators (KPI) was formed, expert polls were conducted with three groups of experts, and a sociological survey of visitors to offline and online project events was conducted. In the course of the study, a number of recommendations were formulated on the application of the experience gained during the implementation of the Museum 15/24 project and the development of the main ideas tested in this project. The project was implemented jointly with the Hermitage XXI Century Foundation
The Laboratory in collaboration with Institute for cultural programs provided the series of seminars "New Reality – New Opportunities. Development of Cross-border Cooperation and Innovative Projects in Culture and Tourism" as a part "EDUCRO: EDU-Creating New Customer Value through cross-border cooperation" project. Representatives of the top management of state and non-profit cultural organizations took part in the seminars.
During the seminars the study, aimed at broadening the range of professional competencies required for the implementation of international cultural projects, mainly in the cross-border area, was successfully provided.
The research is aimed to justify and develop of the strategy of the museum’s activity modernization, aimed at improving and developing the work formats with the different groups of museum visitors. The development of the strategy was based on the theoretical basis of the strategic planning of museum activities, as well as on the retrospective experience of modernizing the work with visitors.
This study was supported by the Union of Russian museums. Based on the provided studies, the authors developed several methodological recommendations for the modernization of the museums’ interaction with visitors. The recommendations cover the most sought-after directions of museum activity, including the development of museum digital space; the management of excessive tourist flows; modernization of the events and post-events activities of museums in terms of interaction with visitors. Museum specialists are also recommended to modernize their practices in working with schoolchildren, young people, visitors of “third age”, as well as inclusive groups.
The purpose of the study was to develop a new concept for the functioning of the Aleksander Park for the most effective interaction with visitors. During the study, the park attendance was estimated with the use of data from mobile operators, the characteristics of key groups of visitors were analyzed based on the results of a sociological individual survey. In addition, the international and domestic experience of organizing paid entrance to the parks of palace ensembles was analyzed. As a result of the work, recommendations were developed regarding a model for further transformation of the concept of Aleksandrovsky Park and its PR campaign.
The study was conducted within the framework of the international project "Contents for Cross-Cultural Events - C3E".
The purpose of the study was to form a list of future competencies in innovative management and marketing in the field of culture and to develop recommendations for the use of tools for updating the professional competencies of employees of cultural institutions and event organizers in St.Petersburg.
At the first stage of the study, a pool of experts was formed among the leaders and / or leading employees of cultural organizations of St. Petersburg, who participated in cultural events and who have information about the state and prospects of international cooperation in the field of culture. At the second stage of the study, a survey of experts was conducted (questionnaires and interviews) and the analysis of the data obtained was implemented. At the third stage of the study, a webometric analysis of the Internet resources of cultural institutions of St. Petersburg, organizing events of an international format and organizers of international cultural events, was carried out.
As a result, a list of promising competencies in the field of innovation management and marketing of employees in the field of culture was developed, including those involved in cross-border cooperation projects. In addition, recommendations on the use of tools for updating competencies in the field of innovation management and marketing of employees of the cultural sector were provided.
The aim of the project was to study how cultural and event activities in various formats for different target audiences are an important tool for attracting attention and investment to revitalized territories. Based on the results of the work, it was concluded that such an event-driven development of the revitalized territories as new brands, attractive for both citizens and tourists, leads to a positive development of the city as a whole. This is due to the fact that adjacent territories and infrastructure develop together with the revitalized objects, and this development is scaled over time. In addition, the event organizers were encouraged to actually test the demand for certain types of cultural and event activities in the early stages of the project's inception and formation, as this allows to announce the event and attract the attention of current and potential visitors through the distribution and reception of information through friends, acquaintances, relatives. At the same time, it was noted that the promotion of special niche events can be carried out through cooperation with organizations that have a suitable target audience for such events, which can help attract tourists to events and venues.
The aim of the project was to develop a new approach to the managemant of post-event activities as a tool for building visitor loyalty in order to prolong the positive effect of events on the activities of cultural institutions. The methodology of this work implied a series of studies with the aim of deeply analyzing the studied issues in the concept of “eventfulness - post-event-loyalty”. The research design included an assessment of the digital activity of visitors of “Night of Museums” event on VKontakte social network; assessment of the current state of post-event activity on the example of the case of the “Night of Museums - 2019” and assessment of its effectiveness; identification of the features of the formation of loyalty among various groups of visitors of the event and interest in attending post-event activities. The result of the project implementation was the development of recommendations on network activity, formats of post-event activities, the formation of loyalty of event participants to organizations conducting them.
The aim of the study was the formation of new theoretical and practical assumptions about the creative potential of cultural tourism, implemented on the basis of innovative methods of work of cultural institutions and creative industries. The study examined the organizations and projects of the cultural industry, representing both cultural heritage and creative industries, on the basis of which cultural tourism products were formed. The study used various methods of collecting data: interviews with organizers, partners and other industry actors, expert surveys of tourism and culture leaders, analysis and systematization of best practices for the innovative development of cultural tourism products, opinion polls of visitors of cultural heritage sites and mapping of consumer behavior of visitors of cultural institutions .
The aim of this project was to study the influence of destinations brands on their competitiveness by identifying constituents of brands and destinations sub-brands and developing a more effective marketing communications system and identifying the strong constituents of a destination brand. In the course of the study, the definitions of the destination brand, image and reputation as components of the marketing mix for the territories were studied and the principles of building the brands of the territories were formulated taking into account the interests and involvement of key stakeholders in this process. Using methods such as analysis of regulatory documents, interviews with experts and questionnaires of tourists, the components of the St. Petersburg brand were investigated and relevant trajectories and development factors of St. Petersburg as destination were identified. In addition, as a result of the analysis of social networks and tourist sites, the effectiveness of promotion of the Estonian brand in the Russian and Finnish target markets was analyzed, and the characteristics of the consumption of the tourism product among the studied target groups were highlighted.
The aim of the project was the creation, research and promotion of a unique cultural and tourist product - St. Petersburg Museum Quarter, based on the combined efforts of several St. Petersburg museums, exhibition halls, restaurants and cafes. Together with the students of the Department of Museum Management and Monument Protection of St. Petersburg State University, a concept was developed and implemented to orient cultural products towards tourists coming to St. Petersburg. In particular, interactive excursions were developed, including quests and quizzes, aimed primarily at a youth audience. Using Internet methods, the preferences, tastes and sources of information for potential visitors of the Museum Quarter were studied. At the second stage of the study, the project participants were able to develop practical skills in the implementation and promotion of cultural tourism products, while working at the Youth Tourist Information Center.
This project was aimed at research on the mechanisms for effective promotion of the organization of cultural and creative industries in the Internet space, research on the effectiveness of promoting festivals through web analytics tools, research on the audience of classical music festivals and exploration of the atmosphere of museum and park complexes. Along with quantitative methods of web analytics, qualitative methods were also applied (about 50 in-depth interviews with representatives of cultural and creative industries and more than 150 express interviews with visitors to events in this field were conducted, large amounts of open data in the Internet were analyzed, and observations were made in regard of the subjects of research for three weeks and even data on the GPS-coordinates of the survey sites in 13 royal residences in Europe were collected). As a result, conclusions were drawn about the promotion of the organizations under study in the digital space as well as recommendations were given on their development.
The laboratory participated in the project from “Kaykino Creative Projects”. The main objective was the organization of socio-cultural youth practice in rural settlements to study, identify “growth points”, branding opportunities for territories (architectural features, historical facts, production of traditional products or new products, resource support, etc.). A group was formed, which included local youth from three settlements of the Volosovsky district and students of HSE - St. Petersburg. The participants studied the life of the settlements, met with local residents, farmers, entrepreneurs, local historians, with whom they discussed the unique features of their territories of residence, got acquainted with the experience of the neighboring Lomonosov district. As a result, the working group presented its research projects on the development of three settlements in the Volosovsky District Administration.
The aim of the study was the formation of new theoretical and practical assumptions about the creative potential of cultural tourism, which in turn is realized on the basis of innovative methods of cultural institutions and creative industries. The study was conducted through an in-depth interview with the leaders and managers of festivals, museums, exhibition projects, IT companies, event agencies, creative spaces, travel agencies and hotels, offering exclusive services for tourists and organizing various events on their basis. As a result, this method revealed a number of innovative approaches to the supply and promotion of cultural values. At the second stage of the work, the case of the Palace and Park Complex "Peterhof" was investigated. Using the method of mapping consumer behavior of visitors, observing and conducting a sociological survey of visitors to a cultural heritage site, it was revealed that the absence of maps in the park negatively affected the behavioral practices of visitors to the park, reducing the chances of their returning as visitors.
The aim of the study was to analyze and identify the unique, identical features of modern tourism branding in the face of fierce competition, as well as the construction of new non-classical models for the formation of destinations brands, justification of their economic efficiency. During the project, an analysis of foreign practices of branding destinations was conducted, the opinions of experts and the resources of brand formation of selected Russian destinations were investigated. The approaches to assessing the economic efficiency of introducing destination brands were investigated and an economic rationale for the effectiveness of the implementation of the proposed models and the use of selected tools was developed. As a result, promising areas of formation of brands of destinations of selected regions of Russia were identified and models and tools for their formation were developed.
The aim of the research project was to study services as a tool to influence the degree of satisfaction of various categories of participants in festivals and other events of reconstructors. Services in this context were understood as the production and subsequent distribution of various kinds of attributes necessary for historical reconstruction, historical and cultural consultations, and management and marketing services for clubs and festivals held by them. Research methods included a survey of participants of the reconstruction movement.
The aim of the project was to study the impact of cultural festivals on the socio-economic development of the territory by the example of the Jazz Festival in the Finnish city of Pori, which annually receives more than 130 thousand participants and visitors. Research methods included interviews with various stakeholder groups, such as festival organizers, participants, visitors, and local authorities. This project was implemented jointly with the master's program “Cultural and Event Tourism Management”.
The aim of the study was to develop recommendations for expanding a permanent audience and promoting the brand of the Great Hall of the St. Petersburg Academic Philharmonic to the market of tourist services in the city, using the potential of interaction with organizations of creative industries.
The aim of the project was to study the innovative nature of the activities of museums and other cultural institutions in the framework of the "Night of Museums" event. The research methodology included surveys of visitors of museums and other cultural institutions (libraries, art centers, lofts, etc.) in 2012 and 2013. Visitors were asked to answer a number of closed and open questions about their motivation for participation in the event, level of satisfaction and demographic nature. At the second stage of the study, in the same years, expert interviews were conducted with the managers of museums and other cultural institutions that took part in the event, as well as third-party experts in the field of management in the fields of culture and tourism. As a result of the analysis of the interview, the degree of innovativeness of the product specially prepared for the event was revealed and the prospects for using the developed products in the future daily work of the museum were determined. The main incentives for participation in the event for cultural institutions were identified, and the development potential of such creative projects in St. Petersburg and other Russian cities was analyzed.
The aim of the study was to create a gastronomic brand of a tourist destination that does not have its own authentic culinary traditions. The methods included a survey of tourist-oriented restaurants and cafes and an expert survey of specialists in the field of catering, tourism, territorial marketing and branding in St. Petersburg. As a result of the work, it was concluded that, although St. Petersburg is one of the largest tourist centers in Europe with a multilateral cultural brand, it is necessary to form its gastronomic brand to better meet the needs of tourists.
The aim of the project was to develop a methodology for a system of balanced indicators, in particular, substantiation of indicators reflecting the innovative activities of cultural organizations using the example of the Central Naval Museum of St. Petersburg.
In the project's boundaries a survey of experts was conducted to obtain empirical and factual material on the forms and prospects of interaction between creative industries and cultural heritage in Russia. Recommendations were developed to regulate the interaction of cultural heritage and creative industries in individual industries for more effective use of this interaction in solving social and economic problems of the territories.
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