| Abstract [eng] |
Co-creation of the public value in educational services of museum is a relevant topic being analysed by an increasing number of scholars. These services enrich people's leisure time, broaden the scope of educational activities, encourage personal development, and promote overall improvement. Juzefovičius (2015) argues that co-creation is inseparable from the everyday needs of customers and the achievement of organizational goals. Tran et al. (2019) emphasize that educational services provided in museums help foster social capital in society. Through engaging discussions and the creation of learning experiences, competencies and leadership are developed, while fostering engagement raise motivation to explore, respect, and preserve cultural values. Ferrer-Yulfo et al. (2022), Bovaird et al. (2017) also analyse the relationships between customers and museums and other stakeholders, but systematic attention to the co-creation process within organizations is still lacking. Studies by scholars such as Vargo and Lusch (2004) and others encompass the concept and characteristics of public services. Moore (2013), Wieland et al. (2015), Cui and Osborne (2021) have analysed the conceptualization of value. Gardziulevičienė et al. (2020), Osborne (2017), and others have examined co-creation of the public value in services. Bėkšta and Jarockienė (2016), Butkutė (2016) examined the context of educational services. Problem of the research – what are the possibilities of co-creation of the public value in educational services of the Tauragė Region Museum "Santaka"? Research object – co-creation of the public value in educational services of museum. Aim of the project – to identify the possibilities of co-creation of the public value in educational services of the Tauragė Region Museum "Santaka". To achieve this goal, three objectives were formulated: 1. to perform a theoretical analysis about co-creation of the public value in educational services of museum. 2. to examine international and national strategic and legal documents about co-creation of the public value in educational services of museum. 3. to conduct research on co-creation of the public value in educational services of Tauragė Region Museum "Santaka". An applied (empirical) research was chosen for the study, which involved analysis of scientific literature, analysis of strategic documents and legal acts of Lithuania and international organizations, analysis of statistical data, and semi-structured interview. The first chapter of the final project analyses the concepts of public services, public value, and co-creation presented in scientific sources, as well as perspectives and characteristics revealing their interrelationships. The second chapter examines international and Lithuanian strategic and legal documents, analysing the concept of public services, co-creation of the public value in educational services of museum, and the principles of providing educational services. The third chapter presents the methodology of the conducted research, further analysis situation about co-creation of the public value in educational services of Tauragė Region Museum "Santaka” and provides an analysis of the research data. After analysing the scientific literature, it became clear that public service is closely related to the relationships between the organization and the service customers. The satisfaction of the needs of society`s members and the pursuit of public interest and organizational goals are inseparable from the public value process. After analysing international and Lithuanian statistical and legal documents, it was noticed that the need for educational services is constantly growing. Addressing relevant issues for society and meeting the needs of different social groups, co-creation of the public value helps ensure the relevance of cultural heritage, integration of available resources, and the education and improvement of society. Four employees involved in creating and providing educational services at the Tauragė Region Museum "Santaka" and ten customers of these services contributing to or willing to contribute to the co-creation of the public value process were chosen as research informants. After conducting the empirical research, it was identified that the informants' attitudes are similar on many issues. The data obtained from the research showed that co-creation of the public value in educational services of Tauragė Region Museum "Santaka" is significant for both. Informants indicated that the greater attention should be paid to identifying and analysing customers’ expectations, prototyping, and testing of new ideas, and emerging challenges. The final project consists of introduction, three chapters, conclusions, recommendations, a list of 51 scientific literature sources, a list of 28 information sources, 20 tables, 8 figures, and 3 appendices. The scope of the final project is 83 pages without appendices. |
