Managing Interactive Museum Visitors Loyalty

Student: Khalipina Ekaterina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2019

The subject of this paper is focused on studying problems of interactive loyalty systems formation in the framework of museum practices. As part of this work, the author defines the research methodology, conducts a comprehensive study of literary sources on this topic, explores the best museum practices by benchmarking, analyzes the current positioning and reviews of the Russian Museum, formulates a set of proposals to improve interactive loyalty with a breakdown to change the current portfolio of mechanics and the formation of new ones. The author comes to practice-oriented conclusions about the need for the Russian Museum to use exclusive mechanics of the formation of interactive loyalty of visitors. The results of the work can be applied in practice.

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