Determining the views of museum administrators on marketing implications of postmodern museums: The case of İstanbul

Relationship between museum and tourism has become an important research field. But research on identifying the characteristics of the postmodern museum or the compliance with postmodern conditions has not reached a satisfactory level in the area of tourism marketing. In this study, it is aimed to determine the different aspects of the postmodern museums from the modern museums, understand the trends in the marketing of postmodern museums and reveal what is the current situation in our country regarding them. In the study dealt with from a qualitative point of view, each step of the research and the path followed were explained in detail. In the analysis of the data, an inductive content analysis was used, including exploring patterns, themes, and categories within the data. The museums included in the study were selected from private museums in İstanbul by using the purposive sampling technique based on the judgments of researcher and experts. Semi-structured interview was used as data collection technique in the research. It is assumed that the questions prepared by the researcher with reference to the relevant sources and presented to the experts' opinion support the purpose of the research. Through the data gathered during the study period, the postmodern museums were found to have been separated from the modern museums in nine different aspects: usage of additional spaces, permitting the usage for custom events, motivations of visitors, used display techniques, used display spaces, structure of exhibited objects, acceptance of sponsorship, having a branch and usage of social media. It has also been found that the museums in study have tendencies and practices in the context of postmodern conditions; hyperreality, fragmentation, juxtaposition of opposites, reversals of consumption and production and decentering of the subject. Keywords: Museology, Modern Museum, Postmodern Museum, İstanbul.