Grand Opening jako součást PR aktivit Národní galerie Praha

The thesis examines an art exhibition opening as an important part of museums’ and galleries’ PR activities. In the theoretical part, visitors’ behaviour patterns, public relations tools and event marketing are analysed. Based on this knowledge, practical work has been conducted, which is devoted to the Grand Opening, an art exhibition opening organized by National Gallery Prague. The focus is on the visitor and his/her motivation to visit the Grand Opening. The motivation is first examined through the lens of NGP employees using four interviews and then verified by a questionnaire distributed to the guests of the Opening 89. Based on the initial interviews, a hypothesis was defined, which was then largely confirmed following the questionnaire evaluation. It has been concluded that the visitors’ key motivation is meeting with friends, while the exhibition and accompanying program of Opening play a secondary role in the decision-making process.