Effectiveness of marketing tools of the Museum of Glass and Jewellery in Jablonec nad Nisou

This thesis focuses on the analysis of the digital marketing tools of the Museum of Glass and Jewellery in Jablonec nad Nisou (MSB) and proposes a strategy that contributes to more effective communication with target groups and increased visitor numbers. Based on consultations with the museum management, a questionnaire survey, theoretical frameworks of the customer journey, and analysis of marketing tools of similar institutions, a draft strategy linking traditional values of Czech glassmaking with modern trends in digital communication was created. The research includes the creation of eight marketing personas based on visitor segmentation and identification of their needs. The strategy emphasizes the unification of user names, improvement of content and intuitive navigation on the website, and active use of social networks. These steps are not costly but can significantly impact the perception of the institution and attract new visitors. The work emphasizes the importance of the Jizera Mountains region as a center of Czech glassmaking and its ability to maintain traditions despite historical upheavals. The proposed measures reflect the need for modern cultural institutions to adapt to digital trends and reach out to younger generations through platforms they actively use. The result of the work is a marketing playbook that provides concrete recommendations for MSBs and also serves as inspiration for other cultural and educational institutions to more effectively pass on the national heritage to the next generation.