Abstract: Millennials are considered as the largest population that creates impact in the society in terms of consumer trends, overall culture and way of living. This study determines the best strategic practices that engage Millennials to support art museums, improve the methods, maintain the interests and connect better with Millennials. This study utilizes a quantitative research design, and non- probability convenience sampling as method in data gathering. The survey questionnaires are self-made and arranged according to the demographic profile of the respondents, place, curator, and technology, facilities, on-site activities, and other services. The researchers were in direct cooperation with advisers and statistician for validation process. The respondents were the millennials that visit the Museo Orlina and Puzzle Mansion, in Tagaytay. It was revealed that the Art museums’ best strategic practices in terms of engaging millennials are practices and performances done by Curator or museum staffs. Based on group statistics there are no significant differences between the demographic of respondents and level of engagement of art museums within Tagaytay.
Keywords: Art Museums, Millennials, Strategic practices, Engagement.
Title: BEST STRATEGIC PRACTICES TO ENGAGE MILLENNIALS IN TAGAYTAY ART MUSEUMS
Author: Valerie Nicole D. Estabillo, Katrina G. Carranza, Steven P. Evangelista, Peirre P.L Pineda
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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