10.48255/1973-9494.JCSCH.21.2021.04
L’articolo, fondato su ricerche sperimentali, si prefigge di studiare l’impatto dei nuovi strumenti di gestione sui servizi culturali nei musei kazaki nel corso della pandemia di COVID-19. Nella ricerca è stato messo a punto un modello di sviluppo dell’ecosistema per la gestione dei servizi culturali nei musei kazaki. Il modello si basa sull’ipotesi concettuale dello sviluppo dei servizi ecosistemici culturali. Secondo la ricerca svolta nel 2020, sono state effettuate 62762 visite guidate nei musei kazaki e sono state presentate 6972 conferenze per gli ascoltatori. Il numero totale di visitatori è stato di 2351,3 mila persone, di cui 877,2 mila bambini pari al 37,3% del totale. Il numero di conferenze, mostre e visite nei musei è stato rispettivamente del 49,8%, 49,1% e 34,6% rispetto al 2019. Inoltre, il numero delle mostre digitalizzate è stato del 107,2%, rispetto al 2019, e gli indicatori dimostrano anche un incremento per quanto riguarda la fornitura di tecnologie dell’informazione e della comunicazione (TIC) ai musei. Questo studio propone nuovi strumenti e approcci di gestione sociale nell’era post-pandemica per aumentare l’efficienza e l’accessibilità dei servizi culturali forniti dai musei in varie regioni del Kazakistan.
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Marija Troyanskaya
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Conservation Science in Cultural Heritage
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A study of the socio-economic background in the modern management of cultural services
Text.Serial.Journal
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2022-07-19
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Marija Troyanskaya
2021
10.48255/1973-9494.JCSCH.21.2021.04
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Department of State and Municipal Administration, Orenburg State University Orenburg, Russian Federation
1973-9494
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A study of the socio-economic background in the modern management of cultural services
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21
A    STUDY OF THE SOCIO-ECONOMIC BACKGROUND IN
     THE MODERN MANAGEMENT OF CULTURAL SERVICES

   Gulnaz Kasbayeva *, Raushan Imanzhussip
                         1




   Department of Philosophy, L.N. Gumilyov Eurasian National University
   Nur-Sultan, Kazakhstan

   Almira Zhurkobayeva
   5 Department, Border Academy of the National Security Committee of the Republic
   of Kazakhstan
   Almaty, Kazakhstan

   Marija Troyanskaya
   Department of State and Municipal Administration, Orenburg State University
   Orenburg, Russian Federation

   Keywords: management decisions; museum; pandemic; art and culture.

   DOI: 10.48255/1973-9494.JCSCH.21.2021.04



   1. Introduction

    In 2020, the coronavirus pandemic, changed the lifestyle and activities of billions of
people around the world. The restrictions and measures adopted in many countries to
curb the pandemic spread have been reflected in almost all spheres of human activity.
At the same time, private and public organizations have had to introduce new approach-
es and management solutions to urgently prevent the spread of coronavirus, which has
affected various services. The cultural sphere, which has been seriously damaged, is
one of these.
    Since the announcement of a global pandemic and the closure of most cultural in-
stitutions and industries, the consumption of cultural services has markedly changed.
While direct and physical access to art and culture has been temporarily suspended,
indirect online access has greatly increased due to the growing demand for cultural
content in situations of anxiety and isolation [1]. In the first few months, governments,
as well as private and public foundations, quickly developed a range of measures to
mitigate the negative economic and financial impact of the COVID-19 crisis in the cul-
tural sector [2].
    ICTs have brought about changes in the usual functioning of museums [3]. Digital
innovation and virtual environments such as social media platforms can significantly
increase the competitiveness of museums and their ability to attract new visitors. This
became especially relevant during the crisis associated with the pandemic. Besides,
tourists highly appreciate the introduction of digital technologies at exhibitions and art
galleries [4].



   * Corresponding author: gukasbayeva@rambler.ru
                                                                                                                                                              With the growing role of digitalization, digital competition, and diminishing financial
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services



                                                                                                                                                         support, one of the main tasks of the leaders of state-subsidized cultural organizations
                                                                                                                                                         will be to promote an entrepreneurial spirit among their employees and develop new in-
                                                                                                                                                         novative business models and sources of income. It is not enough to simply digitize ex-
                                                                                                                                                         isting cultural services. New management solutions and services will need to be devel-
                                                                                                                                                         oped that will also help overcome the constraints caused by the COVID-19 pandemic [5].


                                                                                                                                                            2. Literature review

                                                                                                                                                             Globally, the development of cultural services contributes to reducing inequalities,
                                                                                                                                                         protecting the environment, promoting gender parity, and building peaceful and inclusive
                                                                                                                                                         societies. There are also indirect benefits from the dissemination of cultural services.
                                                                                                                                                             Culture is an important factor in people’s lives. It is part of the development of the
                                                                                                                                                         intellectual, emotional, and moral aspect of people living in a certain area [6].
                                                                                                                                                             Management in the field of culture can be interpreted as a set of decisions aimed
                                                                                                                                                         at the effective use of all types of resources in cultural activities (social, creative, finan-
                                                                                                                                                         cial, symbolic, material, and others). At the same time, a cultural service is primarily an
                                                                                                                                                         intangible service, which can satisfy spiritual and intellectual needs, and ensure the all-
                                                                                                                                                         round development of the personality.


                                                                                                                                                            2.1. Culture and sustainable development: an ecosystem approach

                                                                                                                                                              On the international agenda, adopted by the UN in September 2015, culture is seen
                                                                                                                                                         as a factor in sustainable development. Supporting and promoting culture is not only a
                                                                                                                                                         stand-alone challenge but also a way to achieve a range of Sustainable Development
                                                                                                                                                         Goals (SDGs).
                                                                                                                                                              In the modern world, cultural and biological diversity are the most important compo-
                                                                                                                                                         nents of the ecosystem approach, which implies the need to manage resources taking
                                                                                                                                                         into account their balanced conservation and development. The ecosystem approach
                                                                                                                                                         involves managing the delivery of services based on their true values, in a fair and eq-
                                                                                                                                                         uitable manner, with the goal of generating both tangible and intangible human benefits
                                                                                                                                                         to achieve SDGs. The ecosystem approach is based on the necessity of an economic,
                                                                                                                                                         social, and ecological evaluation of the cultural assets in museums to achieve sustain-
                                                                                                                                                         able development. The activity of museums should be evaluated not only from an eco-
                                                                                                                                                         nomic (income) and social (number of visits) point of view, but also ecological (spiritual
                                                                                                                                                         education of respect for nature and preservation of the environment, the number of cre-
                                                                                                                                                         ated archaeological open-air museums).
                                                                                                                                                              Cultural sustainability is increasingly perceived as a fourth dimension of sustainable
                                                                                                                                                         development. So far, several studies [7-10] have discussed the ways in which cultural
                                                                                                                                                         sustainability can lead to economic, social, and environmental benefits in the context of
                                                                                                                                                         ecosystem service development. Other authors [11-13] have noted how traditional ele-
                                                                                                                                                         ments of cultural sustainability can help museums fulfill their core cultural mission.
                                                                                                                                                              The COVID-19 pandemic has brought many changes to people’s lives. Extended
                                                                                                                                                         quarantine periods and social distancing have made it impossible to physically interact
                                                                                                                                                         with people and explore different places. On the other hand, this disruption of one’s
                                                                                                                                                         comfort zone has provided an opportunity to question one’s way of life and think about
                                                                                                                                                         its impact on nature and others around the world [11].


                                                                                                                    110
     The connection between culture and sustainable development has been on the
public agenda since the twentieth century. Nevertheless, although programs for global
SDGs have not yet recognized the role of culture, an attempt in the early 2000s to of-
ficially add “culture” to the trilogy of pillars of environmental sustainability (economic,
social and environmental) has mobilized a new discourse to rethink cultural policy.
This, in turn, requires a reassessment of how culture is managed. The perceived role
of sustainability and culture in securing the future of society and human development
has gained support among cultural professionals, policymakers, and practitioners
seeking to implement these principles, locally and globally [10].


   2.2. Culture as a strategic goal and priority for the sustainable development
        of the Republic of Kazakhstan

     Traditionally, culture has been viewed as a sphere that develops according to its
own rules and laws. However, in recent years, culture has become a subject of scientif-
ic interest not only among culturologists, but also among economists. Culture is current-
ly the most important national development priority of many countries, including the Re-
public of Kazakhstan [14].
     According to the Concept of Cultural Policy of the Republic of Kazakhstan by 2030
[15] it is planned to create a network of virtual museums and digitize all museum ex-
hibits, records of concerts, significant elements of tangible and intangible historical and
cultural heritage. Access to information can be provided by creating a new virtual por-
tal “E-culture.kz”, which will focus on the country’s cultural life. This is the most acces-
sible format for the promotion of Kazakhstan culture and art in the world space and the
opportunity to make them widely recognized [15]. This Concept is an officially docu-
mented set of tasks, views and ideas on the further cultural development of Kazakh-
stan. It is based on the ideas of preservation and spiritual modernization of the nation-




                                                                                                     CONSERVATION SCIENCE IN CULTURAL HERITAGE
al culture. Practical implementation of the main provisions of this Concept is defined by
the corresponding official state document - the Decree of the Government of the Re-
public of Kazakhstan from February 2, 2021, № 32 [16].


   2.3. Adapting cultural services management to the constraints of COVID-19

     One of the most characteristic effects of the COVID-19 crisis on the cultural sphere
is that it has narrowed the global space to the size of computer screens and made lo-
cal events sound worldwide. The digital or intangible has become tangible, replacing
the physical and immediate [17]. In the post-pandemic world, one cannot discard the
lessons learned from remote participation just because able-bodied people will no lon-
ger need it [18].
     The social distancing initiated in response to the pandemic affected almost all ar-
eas of life - work, travel, free time. In addition, all cultural events were cancelled or
postponed. Consequently, museums and theaters had to be closed to the public. Al-
though it was not possible to visit these institutions, their services were still widely
available. Almost every major museum, gallery, theater, or library allowed virtual tours.
This was made possible by digital technology. Available virtual tours ranged from those
of the Metropolitan Museum of Art in New York to the Louvre in Paris and the Rijksmu-
seum in Amsterdam [5].


                                                                                               111
                                                                                                                                                             The direct link between cultural tourism and the vitality of cultural institutions is im-
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services



                                                                                                                                                         portant for museums to effectively develop digital platforms. However, as museums work
                                                                                                                                                         with private and public partners to revitalize global cultural tourism, as institutions gradu-
                                                                                                                                                         ally open around the world, these stakeholders must remember that in promoting cultur-
                                                                                                                                                         al heritage, the role of digital technology is primarily informative, not revolutionary [19].
                                                                                                                                                             Museums are now using social media to reach a wider online audience; they post
                                                                                                                                                         virtual tours, interviews with their directors, and descriptions of works of art, as well as
                                                                                                                                                         quizzes. These initiatives have transformed social media from channels of communi-
                                                                                                                                                         cation into tools for the dissemination of cultural services. The current situation has led
                                                                                                                                                         to speculation about whether such initiatives are an effective way to increase cultural
                                                                                                                                                         participation. It also opens the way to other considerations about the role that social
                                                                                                                                                         media will play and, more broadly, about the importance of digital technology in spread-
                                                                                                                                                         ing cultural values in the transition to the post-COVID-19 phase [20].


                                                                                                                                                            2.4. Social effectiveness of museums under COVID-19 conditions

                                                                                                                                                              Museums have an important spiritual and educational mission, providing cultural
                                                                                                                                                         services that are an important benefit to both society and state as a whole. Therefore,
                                                                                                                                                         it is important to assess the social significance and effectiveness of museums from this
                                                                                                                                                         perspective when determining and analyzing the financial rationality of their activities.
                                                                                                                                                              As a cultural and educational institution, museums have undergone significant
                                                                                                                                                         changes in recent decades. Many museums have adopted innovative approaches
                                                                                                                                                         that use technology to improve the interpretation, presentation, and display of their
                                                                                                                                                         collections [21].
                                                                                                                                                              Museums should create safe, inclusive, and welcoming physical spaces together
                                                                                                                                                         with an enriching and stimulating digital environment. This will be beneficial to people
                                                                                                                                                         with and without disabilities, as it creates cultural practices that foster more efficient and
                                                                                                                                                         financially sustainable measures appropriate in normal times and in times of crises [18].
                                                                                                                                                              Based on the above, one can argue about the need to introduce new management
                                                                                                                                                         tools based on the ecosystem approach of understanding cultural services manage-
                                                                                                                                                         ment as a socially effective and financially rational way to preserve and sustainably
                                                                                                                                                         provide a set of spiritual, material, and intangible values.
                                                                                                                                                              Thus, the article aims to study, based on empirical research, how new management
                                                                                                                                                         tools in the COVID-19 pandemic have affected cultural services in Kazakh museums.


                                                                                                                                                            3. Materials and methods

                                                                                                                                                            3.1. Research design

                                                                                                                                                             This study’s methodology is based on an ecosystem approach to understanding
                                                                                                                                                         cultural services management as a socially effective and financially rational way to pre-
                                                                                                                                                         serve and provide the set of spiritual, tangible, and intangible values to achieve SDGs.
                                                                                                                                                         A new theoretical ecosystem model of cultural services management in Kazakh muse-
                                                                                                                                                         ums was developed. This model is based on the conceptual hypothesis of cultural eco-
                                                                                                                                                         system services development proposed by Fish et al. [8].
                                                                                                                                                             Each museum has its own ecosystem. This is the external territorial space that sur-
                                                                                                                                                         rounds it and the internal one, consisting of buildings, collections and storages, as well


                                                                                                                          112
as exhibits. Using social and financial opportunities, museums should build their own
effective model of providing cultural services. The model should be created on the ba-
sis of analyzing the existing approaches that do not contradict the SDGs of the cultur-
al and educational sphere.


   3.2. Research limitations

    This study focused on an in-depth study of cultural services management in a pan-
demic in Kazakh museums. The social efficiency and financial rationality of museums in
the period 2018-2020 were considered. At the same time, it was possible to investigate
these issues taking into account the limited number of indicators available for study.


   3.3. Statistical analysis

    The study used data from the Bureau of National Statistics of the Kazakh Agency for
Strategic Planning and Reforms. The information is compiled on the basis of summa-
rized data contained in the annual report in the form “1-museum”. This form is used for
national statistical observation of the activity of museums, which are cultural organiza-
tions created for storage, study and public presentation of museum objects and museum
collections. They are called to perform cultural, educational, research functions and pro-
vide popularization of the historical and cultural heritage of the Republic of Kazakhstan.
    The form contains the following indicators:
   - the number of museums by type;
   - the number of exhibits at the end of the year (all exhibits that were in the museum
     at the end of the year, including those that arrived during the year);
   - the number of scientific auxiliary exhibits (part of the museum’s holdings, consisting




                                                                                                CONSERVATION SCIENCE IN CULTURAL HERITAGE
     of items that are not cultural property);
   - the number of exhibits requiring restoration;
   - the number of visitors (total visitors to museums);
   - the number of tours (visiting historical and cultural monuments, natural landmarks,
     museums in a particular area);
   - the number of lectures (the total number of lectures held in all the museums);
   - the number of digitized exhibits (all exhibits available in electronic format);
   - the number of museums with Internet access;
   - the number of computers in museums (characterizes the level of information and
     communication technical support of museums);
   - the accessibility of the website (characterizes the level of digital technology
     implemented in museums);
   - the number of exhibitions.
    Modern museums cannot do without the use of scientific auxiliary exhibits. By defi-
nition, it is a separate part of the museum’s collections, consisting of items and mate-
rials that do not belong to the primary sources of knowledge about nature and culture.
For example, they may be reproductions of a museum item (object), diagrams, maps,
charts and other materials, which are acquired or created to enhance the information
capacity of the existing collection of museum exhibits and are combined into a special
scientific auxiliary collection.
    Statistical indicators were analyzed using Microsoft Excel.


                                                                                              113
                                                                                                                                                            4. Results
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services




                                                                                                                                                             The coronavirus pandemic has had a significant impact on the sustainable devel-
                                                                                                                                                         opment of the cultural services sector in the Republic of Kazakhstan. The negative
                                                                                                                                                         consequences can be observed in various spheres of cultural leisure, where atten-
                                                                                                                                                         dance in theaters and museums, as well as amusement parks and other institutions,
                                                                                                                                                         has decreased significantly. At the same time, thanks to timely measures taken at the
                                                                                                                                                         state level, it was possible to stabilize the situation.
                                                                                                                                                             As of 2020, 65 professional theaters were operating in Kazakhstan, of which 35
                                                                                                                                                         were drama theaters; 10, puppet theaters; 6, young spectator’s theaters; 4, musical
                                                                                                                                                         comedy theaters; and 3, opera and ballet theaters. Kazakh theaters held 6381 events,
                                                                                                                                                         of which 5% (296 units) were held outside theaters. In 2020, the theater repertoire
                                                                                                                                                         amounted to 1834 performances, of which 266 were new.
                                                                                                                                                             In 2020, the number of museums in the Republic of Kazakhstan was 253 units, an
                                                                                                                                                         increase of 3 units compared to 2019. The number of historical and cultural monu-
                                                                                                                                                         ments in museums in 2020 amounted to 1394 units. The total number of exhibits was
                                                                                                                                                         2580.3 thousand items, of which 313.7 thousand items or 12.2% were exhibited during
                                                                                                                                                         the year. The number of exhibits in electronic format amounted to 1001.1 thousand
                                                                                                                                                         units. The number of exhibitions held by museums of the Republic in 2020 amounted
                                                                                                                                                         to 4058 units, of which 7 exhibitions were held abroad.
                                                                                                                                                             In general, a comparative analysis of the activities of cultural and entertainment
                                                                                                                                                         institutions before the onset of the coronavirus and during its active spread revealed
                                                                                                                                                         significant changes in their attendance. These changes were characterized by multi-
                                                                                                                                                         ple sharp declines in attendance at cultural and entertainment events. At the same
                                                                                                                                                         time, the level of decline in certain cultural services differed significantly. The number
                                                                                                                                                         of visitors to entertainment institutions in 2020 was 18.0% in relation to the level of
                                                                                                                                                         2019, museums 34.4%, libraries 65.1%. The main trends and features of develop-
                                                                                                                                                         ment in the cultural and entertainment sphere in the period before and after COVID-19
                                                                                                                                                         are shown in Table 1.
                                                                                                                                                             The sphere of cultural and leisure facilities (centers of folk art, which are centers of
                                                                                                                                                         everyday communication, personal development, amateur artistic folk art, etc.) and
                                                                                                                                                         concert activities suffered the most. Attendance at recreational facilities fell to 18% of
                                                                                                                                                         the 2019 level, and the number of spectators at concerts fell to 25.2% of the 2019 lev-
                                                                                                                                                         el. This may indicate a difference in the social effectiveness and financial rationality of
                                                                                                                                                         management decisions that were made to reduce the negative impact of restrictive
                                                                                                                                                         measures related to the pandemic.
                                                                                                                                                             In the first half of 2020, museums were hit hard by restrictions imposed by govern-
                                                                                                                                                         ments around the world due to the COVID-19 pandemic. However, any crisis means
                                                                                                                                                         not only losses but also new opportunities. As a result, museums have been forced to
                                                                                                                                                         promote a wide range of digital projects and activities to continue to maintain access
                                                                                                                                                         to cultural heritage. The example of Kazakh museums shows how effective these mea-
                                                                                                                                                         sures have been.
                                                                                                                                                             There were 253 museums in the Republic of Kazakhstan during the pandemic (Fig-
                                                                                                                                                         ure 1). These included: scientific (e.g. the Geological Museum of the Republic of Ka-
                                                                                                                                                         zakhstan) (Figure 2); art history (e.g. the A. Kasteyev State Museum of Arts) (Figure 3);
                                                                                                                                                         historical (e.g. the state historical-cultural and literary-memorial museum of Abai
                                                                                                                                                         “Zhidebai-Borili” (Figure 4), the National Museum of the Republic of Kazakhstan (Fig-
                                                                                                                                                         ure 5)); memorial (e.g. the Memorial Museum of Mikhail Sholokhov) (Figure 6); and lo-
                                                                                                                                                         cal history (e.g. the Kostanay Regional Local History Museum) (Figure 7).


                                                                                                                      114
Table 1. Development of cultural leisure in the Republic of Kazakhstan

                                                                               2020
                                                 2018      2019      2020
                                                                               (in % in relation to 2019)
 The number of amusement and recreation
                                                 150       154       156       101.3
 parks
 The number of leisure facilities                3160      3581      3203      89.4
 The number of visitors to leisure facilities    20909.1   21173.1   3803.1    18.0
 The number of theaters                          68        65        65        100.0
 The number of spectators (numbers in
                                                 2833.6    2942      894.0     30.4
 thousands)
 The number of scientific, universal, special,
                                                 4054      3962      3925      99.1
 and other libraries
 The number of library users (numbers in
                                                 5263.8    5401.3    4232.0    78.4
 thousands)
 The number of library visits (numbers in
                                                 53360.6   52396.7   34109.6   65.1
 thousands)
 The number of museums                           245       250       253       101.2
 The number of visitors (numbers in
                                                 6716      6829.30   2351.3    34.4
 thousands)
 The number of cinemas                           96        101       -         -
 The number of cinema visitors (numbers in
                                                 17840.7   19880.5   -         -
 thousands)
 Total concerts held                             7046      6882      79        1.1
 Total viewers at concerts (numbers in
                                                 5350.5    5549.3    1397.7    25.2
 thousands)

Source: compiled by the authors based on data from Culture statistics. Bureau of National Statistics
of Kazakh Agency for Strategic Planning and Reforms [22].




                                                                                                              CONSERVATION SCIENCE IN CULTURAL HERITAGE




Figure 1. Number of museums in Kazakhstan by type in 2020 (source: compiled by the authors
based on data from Culture Statistics, Bureau of National Statistics of Kazakh Agency for Strategic
Planning and Reforms) [22].


                                                                                                            115
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services




                                                                                                                                                         Figure 2. Geological Museum of the Republic of
                                                                                                                                                         Kazakhstan.



                                                                                                                                                                                                                     Figure 3. A. Kasteyev State Museum of Arts.




                                                                                                                                                         Figure 4. State historical-cultural and literary-memorial
                                                                                                                                                         museum of Abai “Zhidebai-Borili”.


                                                                                                                                                                                                                     Figure 5. National Museum of the Republic
                                                                                                                                                                                                                     of Kazakhstan.




                                                                                                                                                                                                                     Figure 7. Kostanay Regional Local History
                                                                                                                                                          Figure 6. Memorial Museum of Mikhail Sholokhov.            Museum.


                                                                                                                      116
    Compared to 2019, in 2020 the number of tours (type of cultural and educational
activities of the museum, based on a group viewing of the objects of the museum ex-
hibition under the guidance of a specialist on a pre-agreed topic and route) conducted
by museums in Kazakhstan was 34.6% (3 times lower); the number of lectures was
49.8%; the number of exhibitions held in museums was 49.1% (Table 2).


Table 2. Main indicators of museum activity in the Republic of Kazakhstan

                                                                           2020
                                                 2018     2019     2020
                                                                           (in % in relation to 2019)
The number of tours, units                       168004   181431   62762   34.6
The number of lectures, units                    13486    13990    6972    49.8
The number of historical and cultural monuments
                                                1346      1393     1394    100.1
of museums, units
The number of other events held at museums,
                                            -             8523     4669    54.8
units
The number of exhibitions (all exhibition activities
of museums, including exhibitions in other places 9737    9496     4058    42.7
and institutions)
The number of exhibitions held in museums        6272     6334     3111    49.1
incl. of their own exhibits                      5616     5770     2943    51.0
with the involvement of other exhibits           656      564      168     29.8
The number of exhibitions held outside museums 3465       3162     947     29.9
of which - abroad                                38       43       7       16.3
young museum visitors (children and adolescents
                                                44.3      44.4     37.3    -7.0
under 18), %
The share of visitors on a paid basis, %         27.1     30.3     27.2    0.1

Source: compiled by the authors based on data from Culture Statistics. Bureau of National Statistics
of Kazakh Agency for Strategic Planning and Reforms [22].




                                                                                                          CONSERVATION SCIENCE IN CULTURAL HERITAGE
     The crisis associated with the COVID-19 aftermath clearly demonstrated that, in cur-
rent conditions, state funding is not enough to ensure the sustainable development of
museums in Kazakhstan. On the other hand, it is impossible for museums to quickly
switch to self-sufficiency and self-financing since museums, as well as the state and so-
ciety, are not yet ready for this. On average, in recent years the share of paying visitors
to museums has fluctuated between 27% and 30%. At the same time, almost half of the
visitors (in 2018-2019 - 44.4%, in 2020 - 37.3%) are children, for whom visiting museums
is an important stage of exposure to culture and history, as well as knowledge about hu-
man beings, nature, and the surrounding world, which contributes to their socialization
and development as full-fledged individuals and citizens of their country.
     Therefore, there is a dilemma between social efficiency and financial rationality. It is
known that museums in any society, and Kazakhstan is no exception here, play an im-
portant spiritual and educational role for people of all generations. Therefore, a purely
market approach to the organization of their activity in this case is unacceptable because
their cultural services are an important benefit both for society and state as a whole.
     An analysis of the museums’ activities during the period of restrictions related to the
coronavirus showed that if market approaches were applied in the sphere of cultural
services, museums would suffer significant damage since they could not ensure the
necessary social effectiveness of their services and could not have enough income to


                                                                                                        117
                                                                                                                                                         be self-sufficient. This can be explained by the fact that there has been a decrease
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services



                                                                                                                                                         both in the physical number of visits to museums and in the volume of cultural services
                                                                                                                                                         themselves.
                                                                                                                                                             At the same time, the introduction of new management tools based on the provi-
                                                                                                                                                         sion of cultural services in electronic format has become more important. For example,
                                                                                                                                                         in 2020, the number of exhibits from the main collection in electronic format increased
                                                                                                                                                         by 107.2% (Table 3).

                                                                                                                                                         Table 3. Availability of exhibits from the main collection of Kazakh museums

                                                                                                                                                                                                                                       2020
                                                                                                                                                                                                        2018      2019      2020
                                                                                                                                                                                                                                       (in % in relation to 2019)
                                                                                                                                                         The number of museums, units                   245       250       253        101.2
                                                                                                                                                         The number of exhibits from the main
                                                                                                                                                                                                        2464368   2551037   2580 277   101.1
                                                                                                                                                         collection at the end of the year
                                                                                                                                                         of which the number of exhibits from the
                                                                                                                                                                                                  837382          933685    1001109    107.2
                                                                                                                                                         main collection in electronic format
                                                                                                                                                         The number of exhibits in digital format       356795    427780    403350     94.3
                                                                                                                                                         The number of scientific auxiliary exhibits    1383399   1413345   1433817    101.4
                                                                                                                                                         The number of exhibits exhibited during
                                                                                                                                                                                                 426632           452788    313673     69.3
                                                                                                                                                         the year
                                                                                                                                                         The number of exhibits to be restored          55222     57570     55912      97.1
                                                                                                                                                         The number of exhibits received per year       62730     104398    55767      53.4
                                                                                                                                                         The number of exhibits withdrawn during
                                                                                                                                                                                                 -                1048      1909       182.2
                                                                                                                                                         the year

                                                                                                                                                         Source: compiled by the authors based on data from Culture Statistics. Bureau of National Statistics
                                                                                                                                                         of Kazakh Agency for Strategic Planning and Reforms [22].


                                                                                                                                                            The digitalization of cultural services through the expansion and renovation of the
                                                                                                                                                         material and technical base has become the most effective management tool intro-
                                                                                                                                                         duced in 2020 to overcome the challenges posed by the COVID-19 pandemic and the
                                                                                                                                                         adaptation of museums to its consequences. The number of museums with Internet
                                                                                                                                                         access increased in 2020 (in relation to 2019) to 101.3%, among them, 112.9% of mu-
                                                                                                                                                         seums had wi-fi technologies (Table 4).


                                                                                                                                                         Table 4. Availability of ICTs in Kazakh museums

                                                                                                                                                                                                                                       2020
                                                                                                                                                                                                       2018       2019      2020
                                                                                                                                                                                                                                       (in % in relation to 2019)
                                                                                                                                                         The number of museums, units                  245        250       253        101.2
                                                                                                                                                         The number of museums with Internet
                                                                                                                                                                                             213                  224       227        101.3
                                                                                                                                                         access
                                                                                                                                                         Museums with wireless technologies
                                                                                                                                                                                            78                    101       114        112.9
                                                                                                                                                         (Wi-Fi)
                                                                                                                                                         No. of computers                              2518       2648      2823       106.6
                                                                                                                                                         Museums with websites, units                  155        165       167        101.2

                                                                                                                                                         Source: compiled by the authors based on data from Culture Statistics. Bureau of National Statistics
                                                                                                                                                         of Kazakh Agency for Strategic Planning and Reforms [22].


                                                                                                                      118
    The way out of this situation is seen in a new model of museum development based
on the ecosystem approach. Cultural services management is understood here as a
social, effective, and financially rational way to preserve and familiarize people with the
set of spiritual, material, and non-material values of Kazakhstan. This should contrib-
ute to the achievement of SDGs in the cultural field.
    The proposed model of ecosystem development of cultural services management in
Kazakh museums is based on 3 postulates. They are the ecosystem approach, achieve-
ment of SDGs and fulfillment of the tasks set in the Concept of Cultural Policy of the
Republic of Kazakhstan (Figure 8).
    Cultural services provided by museums should contribute to the achievement by
2030 of the educational goals needed to promote sustainable development, including
through education on:
   -   sustainable development and sustainable lifestyle;
   -   human rights;
   -   gender equality;
   -   culture of peace and non-violence;
   -   global citizenship and respect for cultural diversity;
   -   the contribution of culture to sustainable development.
    According to the Concept of Cultural Policy of the Republic of Kazakhstan, some of
the most important criteria for success are:
   - the level of cultural development;
   - availability of effectively working infrastructures of cultural institutions and mech-
     anisms providing preservation and enrichment of the national and world cultural
     heritage;
   - creation, transmission, and consumption of quality cultural products;
   - fruitful cultural exchange and spiritual and creative self-fulfillment of the personality.




                                                                                                    CONSERVATION SCIENCE IN CULTURAL HERITAGE




Figure 8. The model of ecosystem development of cultural services management in Kazakh
museums (source: compiled by the authors).

    Effective implementation of the model of ecosystem development of cultural ser-
vices management is possible if a new paradigm of museums as supporting centers of
science and research activities is formed. According to the concept of cultural policy in


                                                                                                  119
                                                                                                                                                         the modern world, a museum is a center of science, education, communication, cultur-
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services



                                                                                                                                                         al information, and creative innovation. As part of the museum reform, it is planned to
                                                                                                                                                         expand museum functions to cultural, educational, and promotional; it is also important
                                                                                                                                                         to create conditions for the development of research activities, and cooperation within
                                                                                                                                                         multidisciplinary initiatives and projects involving historical science, archaeology, res-
                                                                                                                                                         toration, art history, and ethnography.


                                                                                                                                                            5. Discussion

                                                                                                                                                             A comparative analysis of the results obtained in this study with those of other au-
                                                                                                                                                         thors confirms the fact that COVID-19 has significantly affected the provision of cultur-
                                                                                                                                                         al services in many countries of the world. At the same time, new management tools
                                                                                                                                                         amid the pandemic have had an impact on the effectiveness of cultural services in mu-
                                                                                                                                                         seum activities.
                                                                                                                                                             The new measures taken in response to the COVID-19 have had a significant im-
                                                                                                                                                         pact on museums and the cultural sector in the UK and around the world. The current
                                                                                                                                                         crisis has sparked conversations about access to museum collections both physically
                                                                                                                                                         and digitally. Museums are reviewing their accessibility policies and looking for new
                                                                                                                                                         ways to engage audiences with and without disabilities [18].
                                                                                                                                                             The crisis is likely to change the view of digitization as cultural organizations re-
                                                                                                                                                         alize that they are vulnerable to unpredictable disruptions associated with physical
                                                                                                                                                         access to their services. This will encourage investment in technology and hedging
                                                                                                                                                         operational risk by building digital capacity. Many cultural institutions have only had
                                                                                                                                                         projects in this direction, but the crisis will strengthen their interest in building digital
                                                                                                                                                         audiences [17].
                                                                                                                                                             The popularity of these efforts demonstrates that digital platforms can help engage
                                                                                                                                                         mainstream audiences in museums. However, it is unclear whether these measures
                                                                                                                                                         have contributed to an increase in visitors. Furthermore, there is no evidence that this
                                                                                                                                                         trend would have been sustainable had museums not been closed during the first glob-
                                                                                                                                                         al wave of the pandemic [18].
                                                                                                                                                             Social media promotes the concept of the “digital social museum” as one that uses
                                                                                                                                                         the power of digital technology to make a museum truly approachable and expand the
                                                                                                                                                         target audience. However, it is unclear whether museums use Facebook to educate
                                                                                                                                                         and communicate culture to users or simply as a promotional tool [23].
                                                                                                                                                             Traditional tours in museums in Poland are the dominant form of sightseeing. How-
                                                                                                                                                         ever, many museums have introduced technical solutions to support their work. Many
                                                                                                                                                         museums plan to develop in this area (e.g., the Silesian Museum, Polish History Mu-
                                                                                                                                                         seum, National Museum), especially by increasing the availability of audio guided
                                                                                                                                                         tours (40% of museums are to include audio guided tours in the near future) and de-
                                                                                                                                                         veloping their own mobile applications (20% of museums are expected to have their
                                                                                                                                                         own mobile apps) [24].
                                                                                                                                                             Most museums in Israel (e.g., the Israel Museum, Bloomfield Science Museum,
                                                                                                                                                         Rockefeller Museum, Israel National Museum of Science, Technology and Space)
                                                                                                                                                         have expanded their repertoire, technical expertise, and audiences as a result of the
                                                                                                                                                         pandemic, primarily through online offerings. Many have posted online versions of ex-
                                                                                                                                                         hibitions and an unprecedented number of free educational resources [25].
                                                                                                                                                             It is worth emphasizing that the study by Rivero et al. [26] argues that COVID-19
                                                                                                                                                         has in some cases become a kind of catalyst for the intensification of actions taken by


                                                                                                            120
Spanish archaeological museums in social media. Not only have many institutions in-
creased their activities, but they have also published materials of great educational val-
ue [27]. However, many institutions still follow a unidirectional model of knowledge
transfer. The following archaeological museums in Spain showed the highest Internet
activity on Twitter during January-July 2020: Conjunto Monumental Alcazaba de Alme-
ria, Museo Arqueológico de Alicante, Museu d ́Arqueología de Catalunya, Museo de la
Evolución Humana, Museo Arqueológico Nacional.


   6. Conclusions

    The restrictions and measures taken to contain the spread of coronavirus have af-
fected almost all spheres of life, including the provision of cultural services. There were
62762 tours and 6972 lectures in Kazakh museums in 2020. The total number of visi-
tors amounted to 2351.3 thousand people, including children - 877.2 thousand people
or 37.3%. The number of lectures, museum exhibitions, and guided tours was 49.8%,
49.1%, and 34.6%, respectively, in relation to 2019. Besides, the number of exhibits of
the main collection in electronic format amounted to 107.2%, in relation to 2019; the
number of museums equipped with ICTs also increased.
    The theoretical model of ecosystem development of cultural services manage-
ment in Kazakh museums was developed according to the research data. Study-
ing the main trends of cultural and educational activities in Kazakhstan during the
period 2018-2020, it was found that this sphere has been significantly affected by
the effects of the COVID-19 pandemic (more than 3-5 times lower in the cultural
services provided) and requires a change in approaches to development, based
on the ecosystem approach. Analyzing the study results and the world experience
in developing management systems of cultural services, an ecosystem model is
proposed.




                                                                                                CONSERVATION SCIENCE IN CULTURAL HERITAGE
    The model is based on 3 important postulates. They are the ecosystem approach,
achievement of SDGs, and fulfillment of the tasks set in the Concept of Cultural Poli-
cy of the Republic of Kazakhstan. According to this model, the cultural services pro-
vided by museums should contribute to the achievement of educational goals that
promote sustainable development by 2030. For this purpose, it is important to carry
out educational work in the areas of sustainable development and sustainable life-
styles; human rights; gender equality; promotion of a culture of peace and non-vio-
lence; global citizenship and respect for cultural diversity; and the contribution of cul-
ture to sustainable development.
    Future research will examine, separately, the impact of digital technologies intro-
duced in the post-pandemic era on the social effectiveness and accessibility of cultur-
al services provided by museums in different regions of Kazakhstan.


   Authors’ contributions

    Gulnaz Kasbayeva, Almira Zhurkobayeva, MarijaTroyanskaya, and RaushanI-
man-zhussip contributed equally to the experimentation. Gulnaz Kasbayeva wrote and
edited the article. Almira Zhurkobayeva and MarijaTroyanskaya equally designed and
conducted the experiment. Raushan Imanzhussip studied the scientific literature about
the topic. All authors have read and approved the final manuscript.


                                                                                              121
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   Biographical notes

   Gulnaz Kasbayeva is a PhD Student of the Department of Philosophy, L.N. Gumilyov
Eurasian National University, Nur-Sultan, Kazakhstan.

   Raushan Imanzhussip is a Doctor of Philosophical Sciences, Professor of the
Department of Philosophy, L.N. Gumilyov Eurasian National University, Nur-Sultan,
Kazakhstan.

   Almira Zhurkobayeva is a PhD of Philosophical Sciences, Professor of the 5
Department, Border Academy of the National Security Committee of the Republic of
Kazakhstan, Almaty, Kazakhstan.


                                                                                                   123
                                                                                                                                                             MarijaTroyanskaya is a Doctor of Economic Sciences, Head of the Department
G. Kasbayeva, R. Imanzhussip, A. Zhurkobayeva, M. Troyanskaya - A study of the socio-economic background in the modern management of cultural services



                                                                                                                                                         of State and Municipal Administration, Orenburg State University, Orenburg, Russian
                                                                                                                                                         Federation.


                                                                                                                                                            Summary

                                                                                                                                                             Based on empirical research, the article aims to study the impact of new manage-
                                                                                                                                                         ment tools on cultural services in Kazakh museums in the COVID-19 pandemic. An
                                                                                                                                                         ecosystem development model of cultural services management in Kazakh museums
                                                                                                                                                         was developed in the research. The model is based on the conceptual hypothesis of
                                                                                                                                                         the development of cultural ecosystem services. According to the research carried out
                                                                                                                                                         in 2020, 62762 tours were carried out in Kazakh museums, and 6972 lectures were
                                                                                                                                                         presented for listeners. The total number of visitors was 2351.3 thousand people, of
                                                                                                                                                         which children – 877.2 thousand people or 37.3%. The number of lectures, exhibitions,
                                                                                                                                                         and tours in museums amounted to 49.8%, 49.1%, and 34.6%, respectively, in relation
                                                                                                                                                         to 2019. Besides, the number of digitized exhibits amounted to 107.2%, in relation to
                                                                                                                                                         2019, and the indicators of providing museums with information and communication
                                                                                                                                                         technologies (ICTs) also increased. This study proposes new management tools and
                                                                                                                                                         approaches in the post-pandemic era to increase social efficiency and accessibility of
                                                                                                                                                         cultural services provided by museums in various regions of Kazakhstan.


                                                                                                                                                            Riassunto

                                                                                                                                                             L’articolo, fondato su ricerche sperimentali, si prefigge di studiare l’impatto dei nuo-
                                                                                                                                                         vi strumenti di gestione sui servizi culturali nei musei kazaki nel corso della pandemia
                                                                                                                                                         di COVID-19. Nella ricerca è stato messo a punto un modello di sviluppo dell’ecosiste-
                                                                                                                                                         ma per la gestione dei servizi culturali nei musei kazaki. Il modello si basa sull’ipotesi
                                                                                                                                                         concettuale dello sviluppo dei servizi ecosistemici culturali. Secondo la ricerca svolta
                                                                                                                                                         nel 2020, sono state effettuate 62762 visite guidate nei musei kazaki e sono state pre-
                                                                                                                                                         sentate 6972 conferenze per gli ascoltatori. Il numero totale di visitatori è stato di
                                                                                                                                                         2351,3 mila persone, di cui 877,2 mila bambini pari al 37,3% del totale. Il numero di
                                                                                                                                                         conferenze, mostre e visite nei musei è stato rispettivamente del 49,8%, 49,1% e 34,6%
                                                                                                                                                         rispetto al 2019. Inoltre, il numero delle mostre digitalizzate è stato del 107,2%, rispet-
                                                                                                                                                         to al 2019, e gli indicatori dimostrano anche un incremento per quanto riguarda la for-
                                                                                                                                                         nitura di tecnologie dell’informazione e della comunicazione (TIC) ai musei. Questo
                                                                                                                                                         studio propone nuovi strumenti e approcci di gestione sociale nell’era post-pandemica
                                                                                                                                                         per aumentare l’efficienza e l’accessibilità dei servizi culturali forniti dai musei in varie
                                                                                                                                                         regioni del Kazakistan.




                                                                                                              124
