Vender o passado com futuro : comunicação, marketing e gestão dos museus de arte e tendências de financiamento

Abstract

The aim is to identify trends in funding sources for museums as an integral part of the business model and management strategies of museums. The methodology applied in this article is mainly based, on the one hand, on the literature review (magazines, newspapers and technical and scientific publications); and, on the other hand, on content analysis and case studies, with the bulk of the information predicated on analysis of the account reports of twenty-four museums from three continents. Empirical research results show that museums are trying to diversify revenue sources to ensure their economic and financial sustainability. This work also made it possible to identify some other trends in terms of museum management, with particular focus on marketing, internationalisation, and digitalization practices.