Strategies for Revitalizing University Museums from a Cultural Marketing Perspective

This study focuses on the issue of the declining status of university museums and conducts an in-depth analysis of its causes, offering alternatives from a cultural marketing perspective. Specifically, it aims to understand the perceptions and attitudes of university students and identify distinguishing features that could enhance competitiveness when compared to other museums. The ultimate goal is to elevate the status of university museums in the future. To achieve this, the study selected the Museum of Konkuk University as a case study and conducted in-depth interviews with 14 university students who had visited the museum within the past year. The results of the study are as follows: First, the perceptions and attitudes toward the university museum before the visit were generally negative or indifferent, which appeared to be due to a lack of high-quality promotion of the university museum. Second, most respondents rated the quality and engagement level of the exhibits and experiential content as average or below. Third, respondents felt that the university museum was not contributing to the university's cultural and artistic activities or regional revitalization, and they did not foresee positive changes in the future under the current conditions. Therefore, based on the responses related to the university founders, it is necessary to utilize independence movement content and introduce new technologies in the internal presentation. Additionally, online and offline promotions and product placement (PPL) through channels frequently accessed by university students should be proposed.