Creating a Demand for Cultural Events in Ukraine (on an Example of Museums)

Actuality. Relevance of the article is conditioned by the necessity to analyze the components of the demand for cultural events in Ukraine, produced by museums, and which can now function as cultural industries and produce an innovative competitive cultural product. Purpose and methods. The purpose of the article is to analyze the components of the formation of demand for cultural events in Ukraine (taking museums as an example), which will make it possible to identify the features of demand formation and develop a marketing strategy for museums. In the framework of the research goal were used interdisciplinary, systemic, integrated and cultural studies approaches, as well as methods of typology, surveys, analysis and synthesis, comparative and empirical. Results. The results of the study are found in the deepening study of the process of forming sustainable demand for cultural events in Ukraine. The demand for cultural events, which are produced by cultural institutions, consist of two components: external, depends on the strategic directions of the cultural development in Ukraine; internal, which provides the introduction of strategic marketing and the revision of management models in cultural institutions, particularly in museums. Conclusions and discussions. The scientific novelty of the article is in the analysis of current trends in the demand for cultural events produced by Ukrainian cultural institutions, whose functioning depend on state funding. The results of the study demonstrate the importance of transforming the managerial component of museums and the implementation of the strategic marketing. The practical significance of the research results is found in using for cultural institutions, in particular for museums, in order to further deepen and develop a practice-oriented course on museum marketing and management.