Współczesny odbiorca masowy jako wyzwanie dla usług muzealnych
Contemporary mass recipient as a challenge for museum services

Summary/Abstract: The growing role of the services sector causes its continuous adjustment to the demands of modern market, as well as to the requirements of today’s consumers. Especially cultural services have been lately passing through many transformations, trying more and more fully meet the needs of their customers. Specific dynamics of changes is presented by institutions providing museum services, which have to compete for the attention of buyers, either with other cultural services, as well as with the wider sphere of entertainment and leisure organizations. They do this by examining the needs of consumers and expanding its basic service, which is the public presentation of the goods of the natural and cultural heritage of humanity, of additional services that not only complement the basic offer, but also make it more attractive to the modern consumer. The purpose of this article is to review and present the most interesting solutions in this field and the characteristics of the selected directions of development of museums, including the specifics of today’s consumers.

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