The Relationship Between the Inhabitants of the City Divided by the Border with Polish and Czech Cultural Institutions in the Context of Cultural Education
Purpose: The aim of the article is to define the factors that affect the relationship between the inhabitants of the city divided by the border with Polish and Czech cultural institutions, in terms of cultural education. Design/Methodology/Approach: The survey was conducted using the CATI (Computer-Assisted Telephone Interview) technique in October and November 2019 on a randomly selected sample - 1035 inhabitants of Cieszyn (555 respondents from Poland) and Czech Cieszyn (480 people from the Czech side). The acquired data was subjected to factor analysis and SEM (Structural Equation Modelling) analysis. Findings: The results of the SEM analysis confirmed that the instruments identified by the authors had a positive (stimulating) effect on the tendency of the inhabitants of the city divided by the border to establish relations with Polish and Czech cultural institutions. The article proves that the activities of cultural institutions located both on the Polish and Czech sides of the city of Cieszyn - Czech Cieszyn, divided by the border, have a positive impact on establishing relationships between cultural entities and the inhabitants of the city divided by the border. Practical Implications: The analysed instruments can be used in the process of shaping long-term relationships with recipients of the cultural offer on both sides of the border. Originality/value: The article shows that the marketing instruments identified by the authors can also be used in the broadly understood process of cultural education.