Heritage of Centuries | 2019 | No. 1 (17) | Olga Bychkova


Peculiarities of Measurement
of the Potential of Museums in Evaluation
of the Efficiency of Ethnocultural Brand
of the Region (with the Museums of South Russia as a Case Study)


© Olga I. Bychkova

Cand. Sci. (Economics and Management
of National Economy), Assoc. Prof., Head,
Department for Complex Problems for Cultural
Research, Southern Branch, Russian Research
Institute for Cultural and Natural Heritage


UDC 069.013:339.138(470-13)

Аbstract: In article the capacity of the museums in the sphere of ethnocultural branding is investigated on the basis of an author’s method of evaluation of efficiency of ethnocultural brands. The major factors affecting need of the evaluation of efficiency of a regional ethnocultural brand are defined. Approbation of the developed method on the base of the museums of the South of Russia (the Volgograd region, the Rostov region and the Stavropol region) is carried out. The main advantages of the offered method are: its importance for development of methodological base of ethnocultural branding, the optimum number and simplicity of calculation of the directions and indicators chosen for the analysis, universality of application for a single region and interregional researches, a possibility of accounting of specific features and trends of sociocultural and economic development of territories. The analysis of the available data showed that museum networks of the considered regions differ on degree of effectiveness of the work and have various cumulative potential in the field of ethnocultural branding. The inefficiency reason in use of cumulative potential consists not only in incorrect use of resources, but also in non-optimal functioning of the museum organizations.

Keywords: efficiency assessment, regional sociocultural policy, ethnocultural brand, regional ethnocultural branding, potential, territorial museums.

Funding: This article was prepared as part of the state assignment by Southern Branch of the Russian Research Institute of Cultural and Natural Heritage, research theme 2.13 “Scientific and Methodological Substantiation of Ethnocultural Branding of Territories”.

Article information: Received on March 24, 2019, signed by the print, volume 1 / 2019 on March 27, 2019, published on March 28, 2019.

Full bibliographic reference to the article: Bychkova, O. I., Osobennosti izmereniya potentsiala muzeev v otsenke ehffektivnosti ehtnokulʹturnogo brenda regiona (na primere muzeev Yuga Rossii) [Peculiarities of Measurement of the Potential of Museums in Evaluation of the Efficiency of Ethnocultural Brand of the Region (with the South of Russia as a Case Study)], Nasledie vekov, 2019, no. 1, pp. 127–138. http://heritage-magazine.com/wp-content/uploads/2019/03/2019_1_Bychkova.pdf. Accessed Month DD, YYYY.



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