PROGRAM PEMASARAN DAN PERHUBUNGAN AWAM INSTITUSI PEMUZIUMAN: PENGAJARAN DARI LOS ANGELES COUNTY MUSEUM OF ARTS

This article focuses on the muzium sector and its diminishing capacity to remain as a major tourism attraction. Several marketing issues are highlighted as possible avenues to solve the problem. In citing to the marketing issues, a few factors that may have led to the problems were identified, they included competition, low societal awareness about the muzium s existing and latest attractions, low societal participation in muzium activities, and the sector s low initiative to do a thorough market study. The paper makes several suggestions on how to enhance muzium s marketing aptitudes. A few examples particularly from the Los Angeles County Museum of Arts (LACMA) are cited to illustrate how the nation s muzium sector can improve itself in an effort to remain competitive.