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ISSUES OF POPULARIZATION OF ADDITIONAL TYPES OF
SERVICES IN THE DEVELOPMENT OF THE COMMUNICATIVE
ENVIRONMENT IN MUSEUMS OF UZBEKISTAN
Mukhamedova Munisa Sabirovna
(PhD in History) Senior Researcher at the State Museum of History of Uzbekistan
https://doi.org/10.5281/zenodo.14275722
Abstract:
The development of museum communication, the expansion of
viewer visits, on the basis of which increasing its income are considered the basis
of museum tourism. According to its communicative function, museums are not
only historically significant, but also serve the active participation of modern man
in socio-cultural processes, ensuring harmony with society. Expanding the range
of activities of modern museums in Uzbekistan will increase the demand for
cultural tourism resources and expand the employment of not only museum staff,
but also art managers, designers, artists, art critics.
Keywords
: services provided by the museum auditorium, theatrical
programs, additional types of services, museum stores, museum circles, cultural
and educational events, exhibitions.
Introduction
. The fact that in the context of current globalization, the
preservation and display of museum objects become one of the important tasks
means that each people has a deeper understanding of their history and culture.
Strengthening their material technical base in the activities of museums in this
regard is one of the main pressing issues. Therefore, it is important to develop a
targeted plan for the construction, reconstruction, repair and equipping of state-
owned museum buildings in 2023-2026 with modern technologies and improving
exposure and fund conditions. In order to ensure the implementation of the tasks
set out in the "addressed plan" of additional services to be established in state
museums in 2022-2023, the activities of “Museum shop” approved by the
application of the decree of the President of the Republic of Uzbekistan PD-261
dated May 27, 2022 on measures to develop the service sector in museums [1].
Research methodology
. Mainly the scientific sources of foreign researchers
were studied on the topic. In the researches of P.Michael, M.Brayden and J. Hall,
for the first time, special attention was paid to the development of projects related
to the tourism economy in European states, recommendations on free tourists,
the establishment of a marketing system in museum tourism [12,46]. It mainly
focuses on the long years of observations of the authors in the field of tourism, the
development of the trade of souvenirs in museum tourism on the basis of their
practical experience.
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The description of large-scale work in the field of museum tourism,
planning, marketing and management of this area and the study of regional
characteristics, forms of work with spectators, specific aspects of the
development of innovative tourism was considered on the basis of studies
dedicated to the work experience of European museums [9, 82]. It was the scope
of these studies that served as an important resource in the study of the prospects
for the implementation of foreign experiments on the development of the
activities of museums in the Cultural Tourism of Uzbekistan. The authors cited
some statistical and factual information regarding the adaptation to tourism, the
practice of museum tourism, on the basis of conservation of museum objects.
In the development of cultural tourism, the creation of curatorial projects,
the study of museum communiqué, the organization of museum-show festivals in
the system of ethnographic and art museums, management and practical
developments in the financial development of museum store activities were
analyzed in the scope of dissertations carried out in research centers such as the
United States, England, France[20, 32]. In the first half of the 21st century, modern
activities for the development of museum tourism, innovative solutions have been
studied on the basis of the work experience of Museums of various specialties.
And from the Uzbek-language sources, the importance of museum shops in
the development of cultural tourism is based in M. Mukhamedova's graduation
work “Museum auctions”[13,20]. Also, Sh. Kasimova's article also cites processes
related to the activities of museum souvenirs [11, 14].
In order to develop an innovative and practical mechanism for the
development of museums, improving the quality of provided services and
infrastructure, strengthen the country’s prestige in the field of World Culture, the
decision of the president of the Republic of Uzbekistan on August 26, 2018 PR-
3920 “on measures for the innovative development of culture and art in the
Republic of Uzbekistan”,, Resolution PR-4068 of December 19, 2018 “on measures
to radically improve activities in the field of protection of objects of material
cultural heritage”, resolution 1019 “on approval of the program for improving the
activities of museums in the Republic of Uzbekistan in 2020-2021” of December
19, 2019, resolution 1019 "on measures to further increase the role and impact of
the sphere of Culture and art in the life of society”, dated May 26, 2020 PD – serves
to some extent in the study of these processes in the implementation of the tasks
established by Decree No. 6000 and other adopted regulatory legal acts related to
this activity.
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Results and Discussions.
Analyzing the museum management and
marketing system to determine how productive it is, comparing its results, that
is, the requirements of customers and the proposals of the museum's types of
services, the necessary modifications are made to further increase the
productivity of this system if necessary. In order to study the requirements and
wishes of customers and to find out their opinion, it will be necessary to enter a
book of proposals and questionnaires. In surveys, it is necessary to enter a system
of points indicating the quality level of museum services. In this direction, it is also
important for the museum staff to study how the work in the field of supply and
demand in the experienced museums of the Republic is organized. Sharing mutual
experience is also not without benefit if necessary. Having received the
information obtained as a result of the analysis, creating new programs on the
fronts that the museum management and marketing could not cover, the client is
divided into information about what he wants, what kind of brand will be a well
purchased. In this regard, the museum can draw up separate questionnaires for
different classes of customers (children, adults, local residents, guests, foreign
guests) and give the intended result of distribution. When the filled-in
questionnaires are analyzed and an idea of the demand and need of the market is
formed, a lot of attention is paid to these conclusions in the activities of the
museum. It should be noted that the opinions of a particular group do not
correspond to the opinions of a second group. Some visitors can find auxiliary
entries in the exposition (text, Label, Graphics, charts, etc.), and while “the viewer”
demands that without an excavator, there are more explanatory texts to
understand the meaning of the exposition, to produce imagination“, another
group of opinions also expressed the opinion that historical objects should stand
in the exposition, no distracting papers are needed. It is significant that auxiliary
texts are used in moderation to eliminate this controversy. When later distributed
surveys were analyzed, it became clear that most customers expressed a desire to
see live history. In general, museum marketing is a type of service that studies the
thought desires, suggestions of the audience coming to the museum. The better
the museum marketing is put on the trail, the greater the visit of the museum's
audience.
Although the concept of marketing, which is developing in museology, is
being used in museums of our country from the very beginning, there will be no
exaggeration if we say much better that the situations that are being implemented
in our museums. In particular, the new projects “Culture of the Republic of Korea”,
“exposition of the children's museum”, organized at the State Museum of the
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history of Uzbekistan, are one of the new directions in the study of marketing
directions developing in Uzbekistan. Because, the renewal of museum expositions
sets the stage for an increase in the audience, the development of museum
pedagogy.
In addition, the “tropical butterfly exhibition” of Russia, held at the Museum
of Art of Uzbekistan, gives viewers the opportunity to learn about tropical nature
and a branch of the living animal world, and this unconventional exhibition has
aroused great interest and admiration in viewers. The exhibition is intended to be
held from February 15 to April 21, 2013, reflecting interstate cooperation and
creating an inter-museum experience exchange. The exhibition “children's
creativity”, held in the State Museum of the history of Uzbekistan, was held in
October 2012 at the State Museum of the history of the Timurids in order to study
the history of the foreign countries and their culture more widely and develop
Museum pedagogy among schoolchildren, “do you know Belgium?", a photo
exhibition and a screening contest on” my impressions from the museum " were
organized. About 60 photographs of famous Belgian architectural examples, art,
science were put on display, as well as a film about Belgium. In the main texts of
the exhibition, information about the history of Belgium, Public Administration,
politics, culture was given in Uzbek, Russian, English, and the labels of the photos
selected for the exhibition were presented in three languages in order to be
accessible to visitors.
Organized exhibitions aimed to increase the love of schoolchildren for
history, for the museum, enrich the spirituality of our youth, to form a culture of
spectacle in them. In addition, young families who are stepping into a new life visit
the Museum, get acquainted with the history, culture, art of the Timurid’s period,
which is considered the most fruitful period of Uzbekistan's history, get
acquainted with it more widely, and fall into the pictures for memorabilia. These
factors that are causing the development of Museum marketing will not be an
exaggeration if we say the first steps taken in the marketing of Uzbek museum
studies.
“Permanent” or “temporary” expositions organized in the shell of the
museum building are considered traditional types of expositions. They choose the
idea that the main goal is promoted based on the wishes of today's audience and
the requirements of the period. An interesting display of exhibits, in which traces
of different eras, history and societies are sealed, has a huge capacity of
intellectual and emotional impact. The museum can witness the clash of eras,
societies, thoughts and ideas. It is approp riate to mark the attention of developed
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countries to museums, especially museums of artistic orientation, precisely by the
role of the museum as a repository of large spiritual nutrients. It is possible to
observe a professional approach to art museums and expositions in countries
where the role of art or artistic creation as a model of spiritual thinking is
stabilized, serving to satisfy the spiritual needs of the new generation.
Today in world practice, great attention is paid to the exposition and
exhibition projects organized in museums. The exposition, which is special in the
scientific, practical, creative work of museum employees, acts as a bridge of
communication between the era and the viewer, or between the creator and the
viewer, creating an interaction with history and time. As a result of great creative
work, the exposition becomes a tool that serves to increase the artistic taste,
intellectual potential and knowledge of young people. Expositions made up of
masterpieces of world and domestic art can bring aesthetic pleasure to the soul
of any individual viewer. There is no doubt that works of art that are special in the
human hand and intellects are not only a beautiful object suitable for the human
eye, but also a factor that affects its psyche, inner voice. For this reason, the
exposition activities in museums, the types of displays of exhibits, are naturally
expanding and developing.
The museum can also host exhibits outside the shell of its building. This is
mainly is connected with various projects. Traveling exhibitions are considered
the widest type of show, consisting of one and more, and sometimes a group of
exhibits. Traveling exhibitions may be one-time, or have become part of the state's
national system. For example, the famous Swedish Exhibition “Rijskuntallningar”
presents exhibitions of various sizes in the peat corners of the world. In 2006, the
exhibition” Eastern dreams: Russian avant-garde and Bukharan silk “(”Gryozi o
Vostoke: russkiy avangard ishelka Bukhari“), organized by The “Forum of Culture
and art of Uzbekistan” Foundation in Petersburg, was a large-scale traveling
exhibition project organized in the modern artistic process of Uzbekistan. The
main foundation of the exhibition was created by the foundation of the
Department of painting of Uzbekistan of the State Museum of Art of Uzbekistan.
Naturally, this exhibition is doomed to success, because in its boldly solved
concept of art studies, the traditional signs of oriental aesthetics and the Russian
avant-garde were skillfully combined.
Traveling exhibitions although the most complex, requiring large funds and
qualifications, is the type of exhibition, it is rewarded in return by placing the
museum, exhibits of artistic, historical and other nature in it, in other countries,
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in a wide public display. That is the main goal of such projects in the nature of
propaganda and agitation.
Traveling exhibits include “blockbuster”
[21, 48] exhibits Ham, which claim
millions of dollars in vehicles, montage, and other spending. The type of
blockbuster exhibition is relevant today. Because the function of an exhibit that
reveals the values, history, national identity of a society, or illuminates the
evolution of a certain type of objects, as item and art, is changing to this day. The
expositions of Museums of the world focus on “the evolution of the exhibit – the
present echo of the social environment, which is rapidly deformed in the image.”
The viewer, in need of spiritual and cultural feed, has forgotten museums and
galleries in many cases, seeking this need from such informative tools as
television, cinema, the internet. And the blockbuster exhibition, dedicated to the
project of a big idea, is a unique solution to the problem of attracting a large
number of spectators to the museum [19, 55]. Although such exhibitions require
a large expenditure, a specific artistic decoration, a special management
approach, special arrangements for the safety and preservation of the exhibit,
many major museums around the world happily accept them in their premises.
“For the first time in the 1970s, “Tutankhamun” and “San Marco horse”. After such
exhibitions as” Venice”, blockbuster exhibitions moving to various museums and
on display have gained popularity, and today it has become a key feature of the
era of globalization” [21,67]. They provide the viewer with such an invaluable
opportunity to get acquainted with unique and valuable exhibits or to see the
famous exhibits with a fresh look. Museum merchandising examples developed
on the basis of these exhibits also play an important role in museum advertising
and souvenir sales.
In order to develop additional services, clubs and theatrical performances
are organized in various cultural centers and museums around the world. The
Centre for Fine Arts is a multi-purpose cultural venue in the
Belgium. It is often referred to as
BOZAR
(a homophone of
Beaux-arts
)
in French or by its initials
PSK
in Dutch. This multidisciplinary space was
designed to bring together a wide range of artistic events, whether music, visual
arts, theatre, dance, literature, cinema or architecture[22]. Tourists can discover
the cultural and artistic programs by concerts, exhibitions, contemporary dance
and theatre performances held in Bozar.
Bemish
Museum
is the first regional open-air museum, in England located
at Beamish, near the town of Stanley, in County Durham, England is also well
known as theatrical museum. Beamish pioneered the concept of a living museum.
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By displaying duplicates or replaceable items, it was also an early example of the
now commonplace practice of museums allowing visitors to touch objects[23].
“From music and dance to storytelling and food” is one of the theatrical
exhibitions held in Bemish museum. It has recognizes as the perfect example of
museum theatres.
This experience was carried out in a number of Museums of our republic. In
particular, in the State Museum of the history of Applied Arts and crafts of
Uzbekistan for 2017-2018, master classes and an exhibition-fair for local and
foreign visitors with the participation of craftsmen in such directions as
embroidery, pottery, carpet weaving, wood carving were organized permanently.
In order to widely promote not only our material but also intangible cultural
heritage, a creative group demonstrating folklore communities, national songs
and songs, folk games and customs was formed, and daily cultural events were
regularly organized for visitors.
Due to the lack of financial resources in its turn to continue this project, the
activities of folkloric communities have ceased.
In order to promote our traditions, folklore and national dishes in the major
museums of our republic, especially on the beaches visited from abroad, the
following:
- It will be advisable to organize a demonstration of theatrical performances
in the Regional Museum of local lore “Ark” within the Bukhara State Museum
Reserve, in the Museum of Applied decorative art of Mokhi-Khossa. In the Khan
Reception Room of the Regional Museum of local lore” Ark", It is possible to stage
the broadcasting processes of Amir Said Olimkhan by reading the decree of the
ambassador of Iran, India, Tsarist Russia, Khiva Khanate, Kokand Khanate or Amir
Said Olimkhan. It is also possible to stage the reception of ambassadors, meetings
on various topics, folklore and other processes in the Museum of Applied
decorative art of Mokhi-Hossa;
- In the courtyard of the Kohna Ark in the State Museum-Reserve” Ichan-
Kala", that is, in the viewing room, it is possible to perform performances staged
under the music of the Khan's performance “the song of the Khan”, while
performing such stage performances as receiving ambassadors from Iran, Tsarist
Russia, the emirate of Bukhara, the Kokand Khanate, reading the Khan's decree;
- In the Local History Museum in the Samarkand State Museum-Reserve, it is
possible to stage a meeting of members of the Merchant Guild (merchant nobility).
It is also possible to conduct stage performances in the Registan complex by the
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Directorate of repair and use of the Registan ensemble, such as the proclamation
of the decree of the people's holiday, the ruler;
In the Kokand state museum-reserve, the palace of Khudoyarkhan can
display the stage performances of the embassies, poets and music masters dating
back to the reign of Khudoyar Khan and Umar Khan.
At one time, the museum was considered a simple and clear structure. Its
state schedule consisted of a director, guards, and observers in halls. But the times
have changed, completely new employees have appeared in museums:
accountants, engineers, secretaries, museum educators, specialists in repair,
advertising and public relations, etc. In other words, the museum has become a
normal bureaucratic organization with established procedures, a standard
schedule of positions and tasks[4,3]. Based on the demand of the times, there is a
need to add a marketer, SMM manager and other state units to develop museums
commercial activities. For large museums in our country, namely museums and
reserves, it is advisable to carry out projects of a live museum (theatrical
performances) for a foreign audience.
To organize these theatrical performances in the museum-reserves, it is
necessary to change and add to the paragraph II Chapter (Museum-reserves) of
the annex part of the order of the Minister of Tourism and sports “on approval of
the model states of state museums, Museum-reserves, house-museums” of
October 25, 2021.
It is advisable to add to the current sample State table of the museum-
reserves –the following State amount[2]. By making changes to the schedule of
this state, it is achieved to promote the customs, art, culture of our country to our
people, and, moreover, to a foreign audience. Alternatively, the ground is laid for
improving the financial resource of museums through the growth of visitors to
museums and the sale of kitchens, art shops organized in museums.
At the moment, state museums in the Republic provide paid service from
activities such as ticket sales, excursion service, the use of photo and video service
in the museum building and its territory, and the rental of vacant spaces, for a
total of about 25.6 million in 2023. The sum was earned. At the moment, even if
the law of the Republic of Uzbekistan No. 732 of November 26, 2021 permits the
conduct of commercial activities in museums, regulatory documents on the
conduct of commercial activities of museums (paid service) and its regulation
have not been adopted by ministries and departments.
As a result, museums only carry out work to sell tickets to visitors,
photograph the objects in the museum exposition (amateur photo), and lower
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money into the museum's out-of-budget funds by renting out buildings and
facilities.
In the event that, on the basis of the order of the head of the museum, the
regulation on the conduct of commercial activities and the prices attached to it
(price currant) are approved, various objections are encountered by individuals
and legal entities, including situations when the price is fixed based on which
norms.
As a solution to this problem, it is necessary to develop a draft regulation on
the establishment of the procedure for paid service in state museums by the
higher standing div of museums, agree with ministries and departments in the
established procedure and approve it.
The following should be taken into account in the formation of types of paid
service activities corresponding to the goals of the organization of museums in
this regulation:
Types of paid services for visitors in museums:
- Ticket sales;
- Conducting an excursion;
- Animals: horse, pony, camel, as well as conducting an excursion using
special electric vehicle vehicles;
- Holding lectures;
- Conducting master classes;
- Holding circles (in crafts, fine arts and other directions).
Services provided by museums on cultural and educational events,
exhibitions:
- Organization of cultural and educational events, creative meetings;
- Allocation of temporary rooms for holding exhibitions to individuals or
legal entities in the building of the museum, organizational and artistic
preparation of the exhibition;
- Organization of expositions and exhibitions for other museums, cultural
and educational organizations (formation of a 3D design project, concept and
thematic plan of museum expositions and exhibitions, preparation of artistic
decoration);
- Providing advice, methodological, creative and organizational support in
conducting expositions and exhibitions of other museums and cultural and
educational organizations;
- Rental of showcases, stands and other inventory on the balance sheet of the
museum to individuals and legal entities for the organization of portable
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exhibitions (excluding showcases, stands and other inventory standing in the
exposition);
- Organization of quests on various topics;
- Organization of interactive spaces, activities and attractions for children on
the territory of the museum, exposition;
-Service to guests at exhibitions, cultural and educational events, seminars
and conferences organized by individuals and legal entities.
Services for trade work carried out by museums:
- Sale of polygraph and book products;
- Sale of souvenir products;
- Rental of physical and legal entities to capture old military uniforms,
national and other types of uniforms in photo and video. Services provided by
museum items and collections:
- Service for accounting, maintenance, scientific recommendations of
museum objects and collections to other state and non-state museums;
- Restoration and restoration of museum objects and collections;
- Grant to legal entities and individuals the right to publish or publish
museum objects and collections in printed, electronic and other types of media,
including through virtual mode;
- Organization of a service for copying museum objects and collections in
Virtual tourist programs on a paid basis with a photo and an exhibit in 3D form;
- Rent museum items and collections to local and foreign museums,
organizations for temporary display at the exhibition;
- Granting by individuals and legal entities the right to the building of the
museum, the object of cultural heritage within the museum, professional photo
and video shooting of museum objects, shooting films on various topics and
publishing them in the media, in various publications. Other types of services
carried out by museums:
- Use of the museum buildings and its territory as a pavilion (professional
photo and video shooting);
- Transportation and delivery service of people and related goods of buses
and cargo standing on the account of museums;
- Organization of a parking service for the reception of vehicles on the
territory of museums;
- Organization of rental points for sports, leisure equipment and inventory
in museums;
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- Providing advertising service to legal entities and individuals (excluding
objects of cultural heritage), with the installation of advertising signs and LED
screens on the premises of the museum and its territory.
As a result of scientific research, the price currant of the above types of
activities was developed[3].
Conclusion/Recommendations.
The cultural heritage agency, together
with the Academy of Fine Arts of Uzbekistan and the Ministry of construction,
should develop a model project of art galleries. At this, a demonstration hall for
expositions, youth training and creativity rooms, “master-apprentice” practice
rooms, a modern library-cafe, art workshops for creative people are organized.
The construction of its buildings will be carried out within the framework of a
phased investment program for the period 2022-2026. The Council of Ministers
of the Republic of Karakalpakstan, regions and Tashkent City Halls will ensure the
allocation of land plots for the construction of galleries in accordance with the
administrative regulation of the allocation of land plots for permanent use for
state and public needs, approved by the decree of the Cabinet of Ministers No. 543
of August 27, 2021. In the development of project and estimate documentation,
special attention is paid to the approval of the new concept of each state museum
and the reliable storage of museum objects, the creation of favorable conditions
for visitors, the development of the field of Service and marketing, architectural
planning, interior, design and landscape solutions. In order to transport museum
items without security, to create conditions for students to visit young people, at
the expense of the state budget, the relevant state museums are provided with
bus and cargo vehicles.
It is important that the project and estimate documentation of state
museums is carried out within the framework of the annual investment programs
for newly built and reconstructed objects from the economy, the state budget,
which is allocated to the field of tourism and cultural heritage in the appropriate
order of perfect and current repair facilities, and at the expense of local budget
funds and other It is ensured that the work on the perfect and current renovation
and equipment of the buildings of state museums will be envisaged annually from
2023 in the development of state budget parameters. Important processes are
considered to ensure the development of real estate objects of State museum-
reserves and cultural heritage of special importance at the expense of the state
budget with fire safety, video surveillance devices and modern turnstile
equipment and their further maintenance.
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