Minjungbal Museum and Cultural Centre: Revitalizing an Australian Treasure
商品編號：W34819
出版日期：2023/12/20
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：arts management;Indigenous, cultural, museum, tourism, heritage, Minjungbal, Tweed, Australia, co-operative, strategy, marketing, non-profit, stakeholder, competitor, analysis, innovation, ideation, revitalization.
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：Australia
產業：Arts; Entertainment; Sports and Recreation
事件年度：2020
Nicole Rotumah, chair of the Tweed Aboriginal Co-operative Society Limited, which ran the Minjungbal Museum and Cultural Centre (MMCC) in Tweed Heads, Australia, and the museum manager, Tina Pidcock, were standing in the middle of their beloved museum looking at the worn flooring, dusty artifacts, general state of disrepair, and stark absence of visitors. It was August 2020 and the COVID-19 pandemic had brought tourism to a standstill. However, both Rotumah and Pidcock knew that the museum’s problems ran far deeper than the absence of visitors during the pandemic, and that something had to be done to revitalize this Australian cultural treasure. The question was what. Was MMCC functioning in the museum, tourism, or cultural experience industry? Who were its main stakeholders and competitors? Was it correct to measure success according to revenue or the number of visitors, or was protecting cultural heritage a sufficient goal?
教學手冊：Minjungbal Museum and Cultural Centre: Revitalizing an Australian Treasure - Teaching Note
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