Öz
The purpose of this study is to describe the main characteristics of art galleries in Turkey, explore their marketing tools and activities usage levels and styles and as a result, to develop suggestions for more efficient utilization of marketing tools and activities. Survey model was used and data were collected through questionnaires for the study. Throughout the study, characteristics of art galleries operating in Turkey were described and the marketing tools and activities used by the galleries were explored. Study revealed that gallerists generally have a positive perception on their galleries’ overall performance level. Art galleries adopt most of the marketing tools and activities used by the commercial firms. It is concluded that art galleries in Turkey can be described as small businesses whose existence depends on their owners/managers. Key words: Art galleries, gallerist, arts marketing, art market.
Anahtar Kelimeler
Öz
Bu araştırmanın amacı Türkiye’deki sanat galerilerinin özelliklerini betimlemek, sanat galerilerinin pazarlama araç ve faaliyetlerinden yararlanma düzey ve biçimlerini ortaya koymak ve sanat galerilerinin pazarlama araç ve faaliyetlerinden daha etkin yararlanabilmesi için öneriler sunmaktır. Tarama modeli kullanılan araştırmada veriler anketler aracılığıyla toplanmıştır. Araştırma sonucunda, Türkiye’de faaliyet gösteren sanat galerilerinin özellikleri betimlenmiş ve sanat galerilerinin pazarlama araç ve faaliyetlerinden yararlanma düzey ve biçimleri belirlenmiştir. Araştırma sonuçları galeristlerin galerilerinin performans düzeyi ile ilgili genel olarak olumlu bir algıya sahip olduğunu göstermektedir. Sanat galerileri, işletmeler tarafından kullanılan pazarlama araç ve faaliyetlerinin birçoğunu benimsemektedir. Türkiye’deki sanat galerilerini varlığı sahiplerine/yöneticilerine bağlı küçük işletmeler olarak tanımlamak mümkündür.
Anahtar Kelimeler: Sanat galerileri, galerist, sanat pazarlaması, sanat pazarı.
Cultural Intermediaries Of The Art World: Profile Of Art Galleries In Turkey
Abstract
The purpose of this study is to describe the main characteristics of art galleries in Turkey, explore their marketing tools and activities usage levels and styles and as a result, to develop suggestions for more efficient utilization of marketing tools and activities. Survey model was used and data were collected through questionnaires for the study. Throughout the study, characteristics of art galleries operating in Turkey were described and the marketing tools and activities used by the galleries were explored. Study revealed that gallerists generally have a positive perception on their galleries’ overall performance level. Art galleries adopt most of the marketing tools and activities used by the commercial firms. It is concluded that art galleries in Turkey can be described as small businesses whose existence depends on their owners/managers.
Key words: Art galleries, gallerist, arts marketing, art market.
Anahtar Kelimeler
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 6 Haziran 2016 |
| Gönderilme Tarihi | 24 Mart 2015 |
| Yayımlandığı Sayı | Yıl 2015 Cilt: 8 Sayı: 15 |
