ADDIS ABABA UNIVERSITY SCHOOL OF
GRADUATE STUDIES
CHALLENGES AND PROSPECTS OF MARKETING
IN ETHIOPIAN MUSEUMS; THE CASE STUDY OF
ADDIS ABABA CITY MUSEUM AND JIMMA
MUSEUM

BY
TEGEGN SINTAYEHU DIRES

Addis Ababa University
1


Addis Ababa, Ethiopia
June, 2017

ADDIS ABABA UNIVERSITY SCHOOL OF
GRADUATE STUDIES

CHALLENGES AND PROSPECTS OF MARKETING IN
ETHIOPIAN MUSEUMS; THE CASE STUDY OF ADDIS
ABABA CITY MUSEUM AND JIMMA MUSEUM

BY
TEGEGN SINTAYEHU DIRES

A THESIS SUBMITTED TO THE DEPARTMENT OF
ARCHEOLOGY AND HERITAGE MANAGEMENT IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF ARTS IN ETHIOPIAN STUDIES (MUSEUM

STUDIES)

2


ADVISOR: TEMESGEN BURKA (PhD)
June, 2017
ADDIS ABABA
UNIVERSITY

Addis Ababa University
School of Graduate Studies

This is to certify that the thesis prepared by Tegegn Sintayehu Dires, entitled:
‘’Challenges and Prospects of Marketing Museums in Ethiopia; the Case Study of Addis
Ababa City Museum and Jimma Museums’’ and submitted in partial fulfillment of the
requirements for the Degree of Masters of Arts in Ethiopian Studies (Museum Studies)
compiles with the regulations of the University and meets the accepted standards with
respect to originality and quality;

Signed by the Examining Committee
Examiner-----------------------------------------Signature-------------

3


Date------------Examiner-----------------------------------------Signature-------------Date------------Advisor-------------------------------------------Signature------------Date-------------

Declarations


I declare that the work in this thesis has not previously been submitted for any
degree nor has it been submitted as part of the requirements for any other degree
except as fully acknowledged within the text.
TEGEGN SINTAYEHU DIRES
Signature_________________ Date_________________

Place: College of Social Science, Department of Archeology and Heritage
Management

4


Date of Submission: June, 2017

ABSTRACT

Museum marketing is a dynamic and complex field, typically considered less attractive to
museum researchers in Ethiopia. The goal of this paper is to discuss the challenges and
prospects of marketing in two selected Ethiopian museums namely Addis Ababa City
museum and Jimma Museums as case studies. Hence, the purpose of this paper is to
comprehensively discuss the concept of marketing in museums, its background at the first
sight and investigate the marketing practices of two Ethiopian museums in particular.
Therefore, the main objective of this study is to explore, examine and analyze the role of
marketing in museums in general and its practices with particular emphasis on two
selected museums in Ethiopia. Today, like all other cultural institutions’, museums in
Ethiopia are under great pressure to change. In particular, increasing competition for

5



limited funds and demands for greater accountability have meant that the museums can
no longer justify their existence principally in terms of the care of their collections and
the serving of particular interests. Consequently, this thesis examines the current
marketing practices of two case study museums by employing different data collection
methodologies primarily Quantitative data collecting techniques, analysis and
interpretation were used and supported by qualitative which includes observation,
questionnaires and interviews. The major finding of this thesis is that, marketing is not
accepted and practiced as one the principal strategy in the two case study museums.
Throughout the data the absence of a substantial range of marketing activities,
promotion activities, the various advertising methods, and marketing to their publics are
indicators of marketing being seen as unessential to the museums. To implement, as it
stands now, both of the case study museums are not ready to begin marketing. Despite
the survey results however, the two museums needs to embrace marketing as one of
principal activity to achieve their missions and sustainability. This thesis will be
substantial in minimizing the temporary marketing problems of Ethiopian museums.
Finally, this research diagnoses the major marketing challenges and it gives important
suggestions through which the two museums overcome the numerous hurdles on the route
to truly achieving their missions.

i

Acknowledgements
The completion of this work would not have been possible without the encouragement,
support, and guidance of many people. I would like to express my sincerest gratitude to
my adviser Dr. Temesgen Burka for his persistent guidance and copyediting throughout

6


the course of this thesis. And His effort in helping me is priceless. My institution Bule

Hora University deserves due acknowledgement for providing me a scholarship. I would
also like to offer my sincere and profound thanks to my friends and classmates for their
encouragement and support, this thesis would not have been possible without their
complete and utter support.
Finally, my profound gratitude goes to all of the participants in this thesis, without their
support, this thesis could not have been finalized.

ii
Table of Contents
ABSTRACT.....................................................................................................
i
ACKNOWLEDGEMENTS..............................................................................

7


ii
TABLE

OF

CONTENTS...................................................................................

iii
LISTS

OF

TABLES...........................................................................................


iv
LISTS OF FIGURES---------------------------------------------------------------------------

V

1. CHAPTER ONE......................................................................................................
1
1.1.

Background

of

the

Study.............................................................................

1
1.2.

Statement

of

the

problem..........................................................................

4
1.3.


Research

Questions........................................................................................

5
1.4.

Objective

of

the

Study...................................................................................

the

Study..

5
1.5

Significance

of

............................................................................

6

1.6.

Scope

and

Limitations....................................................................................

7
1.7.

Research

Methodology..................................................................................

7
1.8.

Research

Design

Sampling

and

.......................................................................................

8
1.8.1


Sampling

Strategy.........................................................

8


8
1.8.1.1.

Delimitation

1.8.1.2.

Population

of

the

study................................................................

size

and

Selection..........................................................

9


9
1.8.2.

Data

gathering

technique

...........................................................................

9
1.8.2.1.

Questionnaires..................................................................................

10
iii

1.8.2.2.

Interview............................................................................................

10
1.8.2.3. Observation.......................................................................................
11
1.8.3. Pre-field data collection..............................................................................
11
1.8.4. Data collection during the field work...........................................................

11
1.8.5. Methods of data Analysis/ interpretation.......................................................
11
1.9. Organization of the Thesis......................................................................................
12

9


1.10. Ethical Considerations...........................................................................................
13
CHAPTER TWO
2. REVIEW OF RELATED LITERATURES..........................................................
14
2.1 Introduction................................................................................................................
14
2.2 Museums as ‘’Not For Profit Organizations’’............................................................
15
2.3 The Conceptual Framework of Marketing.................................................................
18
2.3.1 The Historical Dimension of Marketing.........................................................
19
2.3.2 Historical Background of Marketing in Museum...........................................
20
2.4. The Debate in Marketing Museum.............................................................................
23
2.5. Criticism of Marketing Museums.................................................................................
28
2.6 Why Introducing Marketing to Museums? ..............................................................
30

2.7. How to Practice Marketing in Museums.................................................................
33
2.8. Challenges of Marketing in African and Ethiopian Museums................................

10


35
2.9 Review of Previous Works on Case Study Museums…………………………….
39
iv
CHAPTER THREE
3.

DATA

PRESENTATION………………………………………………………….

43
3.1 The Collections of Addis Ababa Museum and their Marketing Potential……………
44
3.2 Data gathered from Respondents……………………………………………………..
54
3.2.1 General Background Information of Respondents by Age and Gender…………
54
3.2.2 General Background Information of Respondents by Country and
Academic

Qualification………………………………………………………………


54
3.3. Data Collected from Domestic and Foreign visitors…………………………………
55
3.3.1 Visitors’ Response Presentation……………………………………………….
56
3.4. Data Gathered from Interview………………………………………………………
59
3.4.1 The Museums Visitors in Years…………………………………………………

11


61
3.5 Marketing in Jimma
Museum……………………………………………………………

63

3.5.1 The Collections and their Marketing Potential…………………………………
63
3.5.2 Data Collected from Domestic and Foreign visitors……………………………
70
3.5.3.

Data

Gathered

Interview……………………………………………………


from

72

3.5.4. The Museums Visitors in Years……………………………………………………
74
CHAPTER FOUR
4.1. DATA DISCUSSION………………………………………………………………
76
4.2. The Marketing Practice of the Case Study Museums…………………………………
76
4.3. Elements of Marketing Museum………………………………………………………
79
4.3.1. Product……………………………………………………………………
80
4.3.2. Price………………………………………………………………………
80
vi
4.3.3. Place…………………………………………………………………………
80

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4.3.4.
Promotion……………………………………………………………………

81

4.4. Promotion as the Only Marketing

Tool…………………………………………………

82

4.5. Introducing Marketing to the Case Study
Museums……………………………………

85

4.6. Marketing without a Marketing Department; the Old Practice of the Two
Museums…

89

4.7. Challenges of the Case Study Museums………………………………………………
92
4.7.1. Challenges in Addis Ababa Museum …………………………………………
92
4.7.2. Challenges of Jimma Museum…………………………………………………
93
4.8. Changes and Developments in Addis Ababa
Museum…………………………………

94

4.9. Changes and Developments in Jimma Museum………………………………………
96
4.10. CONCLUSION………………………………………………………………………
99
4.11. RECOMMENDATIONS …………………………………………………………

102
BIBLIOGRAPHY
LISTS OF KEY INFORMANTS
APPENDIXES

13


vii
List of Figures
Figure 3.1 Woizero Amakelech Ali and Ras Birru Woldegiorgis---------------------45
Figure 3.2 Collections in ‘’Lidet’’ Hall-----------------------------------------------------46
Figure 3.3 Collections in Developmental, ‘Idget’ Hall------------------------------------47
Figure 3.4 Collections in ‘’Adwa’’ Hall-----------------------------------------------------48
Figure 3.5 Collections in ‘’From Fascist Aggravated City to African Capital’’ Hall---50
Figure 3.6 Paintings and Sculptures in ‘’Modern Gallery’’ Hall -------------------------51
Figure 3.7 Collections in ‘’Centenary’’ Hall---------------------------------------------------52
Figure 3.8 Photographs of Addis Ababa City Mayors----------------------------------------

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53
Figure 3.9 Collections in Historical Room----------------------------------------------------64
Figure 3.10 Collections in Traditional Room-------------------------------------------------65
Figure 3.11 Collections in Ethnographic and Armaments
Room---------------------------66
Figure 3.12 Collections in Photo Gallery and Archives
Room------------------------------67
Figure 3.13 Reception Room of Jimma

Museum------------------------------------------------

68

Figure 3.14 Collections in Natural History
Room-------------------------------------------------------

69

Figure 4.1 The Reconstructed view of Addis Ababa Museum---------------------------------------95
Figure 4.2 The Current View of Jimma Museum-----------------------------------------------------97

viii
LISTS OF TABLES

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Table 3.1: Domestic Visitors response classification by age, gender and
Academic qualifications…………………………………………………………………
54
Table 3.2: Foreign Respondents by Country, Gender, Age and Academic
Qualifications…

55

Table 3:3 Number of Ethiopian Visitors and Revenue Generated (2010-2015)………
62
Table 3.4: Number of Foreign Visitors and Revenue Generated (2005-2015)…...............
63

Table 3.5; Number of Ethiopian Visitors and Revenue Generated (2012-2016) ………
75
Table 3.6: Number of Foreign Visitors and Revenue Generated (2012-2016)…………
75

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ix
CHAPTER ONE
1.1. Background of the Study
The history of the museum is one of shifting purposes and changing ideals and they
have been active in shaping knowledge over the last 600 years. Yet what is their function
within today’s society? At the present time, when funding is becoming increasingly
scarce, difficult questions are being asked about the justification and survival of
museums. (Greenhill, 1994)
Museums are today, like all other cultural institutions’, are under great pressure to
change. In particular, increasing competition for limited funds and demands for greater
accountability have meant that museums can no longer justify their existence principally
in terms of the care of their collections and the serving of particular interests. However,
such proposals have been greeted with great hostility by those who perceive an inherent
contradiction with the traditional perceptions and modern perspectives of museums
survival. (Dr. Kassaye, 2016)

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The purpose of this paper is twofold. First we discuss theoretical contributions about the
role of marketing in museums and about the two different theories regarding the purpose
of marketing and the purpose of museums, in order to better understand contemporary

role of marketing in museums and the need for the survival of museums and other
cultural institutions. Secondly, I have focused on researching the role of marketing in two
selected Ethiopian museums and offer an insight into the current state of practice in a
context of a transitional market.
Alcaraz, Hume and Mort (2009) emphasize the existence of great debate on the scope and
practices of museums in the 21st century. Museums are shifting toward the need for
increased financial returns, which puts a lot of pressure on their everyday business.
Marketing has been in the centre of dispute. Many museum professionals, has generated
an instructive debate about the role, purpose, and self-presentation of marketing in
museums.
Thus, this paper has tried to present the different perspectives and connotations given by
scholars and experts in the area. According to sources, the connection between museums
and marketing begins in the late 1970s, in Europe. Since then museum marketing has had
everything but an easy path. Besides, there were historically rooted prejudices between
museums and marketing. The complexity of the contemporary marketing discipline has
also led to much misunderstanding and criticism. It is worth considering this criticism
with regard to museums. (Rentschler, R. & Hede, A.M. 2007).
As Rentschler (2002) has noted, over the last 25 years museums have responded to an

18


increased interest in their visitors by incorporating marketing into their organizational
strategies. During this period marketing moved from the periphery to take a more central
role in museum management. This is not to say that marketing has been universally
accepted by the museum profession. There is still some skepticism about the usefulness
of marketing in cultural organizations such as museums (Kolb, 2000), and confusion
within the profession about the marketing concept itself. Museums, though, are becoming
much more receptive to marketing.
In the annals of museum professionals’ journals, marketing is no longer a dirty word; it

is now accepted as a fundamental aspect of a museum’s organization. However, the truth
is, marketing is an integral part of meeting the purpose of the museum and it is guided by
that purpose. Contrary to the above co-relations, the marketing trend have also been
deterred by the connotations of the word ‘profitizing’ which smacks of jargon and a
commercialism which is alien to the world of museums. Interestingly, there are still a lot
of misconceptions about the role and practice of marketing within the profession itself,
while there has been an academic backlash against the marketing concept in museums.
To appreciate the issues involved, it is worth considering where museum marketing lies
in the overall history of marketing.
There is no denying that marketing can be corrupt and unethical. It cajoles, manipulates,
distorts, and even deceives. Marketing is equally uncertain of its credentials. There is no
one definition of marketing: its concepts being slotted in to comply with the requirements
of differing situations. Thus, some the scholars argue that the real purpose of marketing is

19


unthinkable to apply within museums. Kotler and Levy (1969), inquire, ’Why would the
hallowed halls of museums want to have anything to do with this corrupt and corrupting
concept? What has marketing got to do with conservation, preservation, research, and
education? The concept of marketing in the museum context is a recent one.
On the other hand, there were handful of scholars initiating museums to embrace
marketing in proper way in a way that keeps the original meaning and purposes of
museums. In fact, most of the scholars supporting this new trend has correlate the
economic challenges museums facing nowadays and believe that marketing can play a
significant role in ensuring their survival. Hence, generally, this paper has made an effort
to briefly discuss the two distinctive argumentative approaches of both sides and I
believe that the two entities must come into reconciliation and the myths about marketing
need to be dispelled. Fundamental to this paper is the belief that marketing is a process
that seeks to achieve the museum’s purpose in relation to its survival, expansion and

development.

This paper does this by introducing the context of museums and marketing first,
addressing the various issues that impact on marketing in museums, and by discussing
contemporary interpretations. It proceeds to provide insight into the role of marketing
and specifically the marketing practice of Ethiopian museums using two Ethiopian
museums sited at Addis Ababa and Jimma as case studies. This study is ideal in the ways
in which museums can overcome the numerous hurdles on the route to truly achieving

20


marketing practices. It provides some practical guidelines to Ethiopian museums in
specific ways in which marketing can be tailored to the needs of museums and become a
useful as well as an acceptable part of museums in fulfilling their ultimate purpose in
sustainability and serving the community.

1.2. Statement of the problem
Some researchers have conducted researches on museums and galleries in Ethiopia.
However, their marketing practices and the challenges they were facing was not given an
attention or been studied. Thus, as an abandoned part of the museum management
process, I have decided to conduct a research on this area and fill the following gaps; first
as a non-profit organization museums in Ethiopia were practically not updating and
inventive, very slow to embrace new technologies and lack a vision about their future
sustainability. Second, in Ethiopia like most of other cultural institutions, museums were
given little attention and the public’s understanding was highly distant and altered. Third,
in the face of changing world, museums in Ethiopia were doing little mostly in the area of
sustainability, economic stability and accessibility.
To answer and fill the above mentioned challenges and gaps, the researcher has
attempted to investigate, analyze and give some practicable recommendations to

museums in Ethiopia to enable them practice marking in best possible way and ensure
their contribution in terms of social, political and economic significances. This study is
also ideal in the ways in which museums in Ethiopia can overcome the numerous hurdles
on the route to truly achieving marketing practices. In addition, it provides some practical

21


recommendations which help marketing to be tailored to the needs of museums and
become a useful as well as an acceptable part of museums in fulfilling their ultimate
purpose in sustainability and serving the community.
1.3. Research Questions
This thesis tries to address the following research questions:  What does ‘Marketing’ mean in Museum sense?
 Is marketing compatible with the purpose of museums as non-profit making
institution?
 What are the roles and impacts of marketing on museums?
 What are the challenges and prospects museums in Ethiopia facing?
 Do museums in Ethiopia really need marketing?

 Are marketing really necessary? If so, how can marketing be effectively used in
museums in Ethiopia and in what terms are they advisable?

1.4. Objective of the Study
The main objective of this study was to explore, examine and analyze the role of
marketing on museums in general and its practices with particular emphasis on two
selected museums in Ethiopia namely the Addis Ababa City Museum and Jimma

22



Museum.
The Specific Objectives were to:
 Explore the nature, significance, impacts and purposes of marketing in museum
 Assess the different arguments and theories in the marketing area and how to
adjust it with the very nature of museum purposes
 Analyze the ideal and theoretical approach of the two case study Ethiopian
museums in marketing and their purposes.
 Explain the marketing practices and the experiences of the selected museums.
 Discuss the challenges and prospects of the two museums.
1.5 Significance of the study
This study has significance in the sense that it strives to delve in to controversial issue of
the marketing practices and importance. By exploring the real impacts of marketing on
museums and cultural institutions worldwide, this thesis have add insights to the stock of
knowledge in the area. It also provides information which would be used by policy
makers and academicians who are interested in this area.
Besides, it informs museums and other cultural institutions to reach their goal, justify
their existence and command a sustainable development and be contributive to the
development of culture and economy of Ethiopia. Additionally, it informs them to design

23


and implement marketing policies and strategies based on the situations, the nature of the
global market, the existing museum conditions and the cultural policies of the country in
general. This study was also tried to explore and recommend ways to effectively apply
marketing practice in museum. Therefore, conducting research on the marketing
challenges of the aforementioned Ethiopian museums is very crucial and timely one.

1.6. Scope and Limitations
Museum marketing is a dynamic and complex field, usually (mistakenly) considered less

attractive to researchers. The goal of this thesis was to discuss current role of marketing
in museums and market trends which are affecting their business. This thesis makes two
contributions to the field. First, it offers a concise and critical overview of current state of
museum marketing as an academic discipline, pointing to the new environment and
trends affecting museum business. Second the study was conducted in Ethiopian
museums, where research on museum marketing is rather neglected. Due to
manageability, finances, availability of relevant data and time constraint the research
restricts itself to the two aforementioned museums.
1.7. Research Methodology
A descriptive qualitative research was carried out. In this research, the researcher
employed a standard descriptive method using qualitative, however, quantitative method

24


was also used to supplement the qualitative one. The Annual data from the selected
Museums will be used for the purpose of sampling. Out of the many registered active
museums in Ethiopia, a convenient sample of two museums located in the capital city of
Addis Ababa and Jimma were chosen. Although the interviewing method relies heavily
on the opinions, perspectives and recollections of respondents, it allows an in-depth
examination of phenomena (Snow & Thomas, 1994).
To obtain the data, combined approach of open-ended and structured interviews was
chosen. The aim was to interview marketing managers (if an employee had that job
description) or museum directors. Each interview consisted of two parts. The first set of
questions was related to the role of marketing in museums and the second to the previous
practices and trends. In addition, printed marketing materials relating to the museum in
general, annual reports and official websites were viewed. The field visits were supported
by the taking of comprehensive notes and photographs, which documented elements of
the museum experience.
1.8. Research Design

This study has followed investigative and descriptive research method to clearly identify
the challenges and marketing practices of the selected museums from their establishment
till now. My study predominantly employed qualitative research method, nevertheless if
it is demanded to facilitate the research’s work sometimes quantitative data will be used
(Kothari, 2004). This is because; mostly the necessary data for the research were
gathered from the museum itself. Either the researcher used various data collection

25