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Whether it’s a magnet, a bookmark, or a postcard with a picture of a beloved artist – any kind of souvenir influences a museum’s image in the eyes of visitors and is considered to be an important marketing tool. Souvenirs, which tourists bring home as keepsakes of their travels, play an even bigger role in shaping the brand of a city as whole.
Researchers from HSE University, in collaboration with their international colleagues, recently analysed the souvenir shops of 64 museums in St. Petersburg. They compared their findings with a similar study that evaluated the most visited museums of Russia and the world.
To find out what kind of image souvenirs give Russia’s northern capital, take IQ.HSE’s quiz.