The present paper demonstrates study results concerning visitors of the Russian State Historical Museum lecture-hall. Lecture-hall is a special space in the museum. To develop a marketing program for a lecture-hall, it is necessary to investigate its visitors. This study aimed at exploring the social and demographic characteristics of lecture-hall visitors; motivation for a lecture-hall visiting; duration of a series of lectures, and sources of information about the lectures. The study used a

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... estionnaire survey of the museum lecture-hall visitors. These results demonstrate that the main visitors are middle-aged and elderly people, and lecture subject matters are the most important criterion when choosing a lecture. Popular are the lectures on the history of Russia and other countries. Short courses of lectures are most convenient for visitors. The main sources of information about the lectures are ads at the museum and online notifications. On the basis of the results obtained there were proposed recommendations for the development of communication and pricing policies of the lecture-hall. The obtained results refute the hypothesis 2 that for the 70% of visitors, lecture-hall attendance is not the purpose of the visit. Overall, respondents are loyal to the introduction of the individual lecture-hall tickets, because most of them attend it purposefully. Conclusions The data obtained allow recommending a number of operational measures to improve the lecture-hall attendance. Quantitative studies demonstrated that the main source of information for the respondents was the television, internet and periodicals. The high cost of promotion on TV and radio stations is necessary to be focused on other communication channels. Informational source should be mainly focused on informing SHM lecture-hall audiences in the museum and on the Internet. Qualitative studies indicated that a warning system on the internet was very inconvenient. Improving the site navigation, allocating a separate page for the lecture-hall with active communication on it, creating a convenient system of search schedules and topics of lectures can significantly increase the visitors' satisfaction with the process of information provision. It is also necessary to pay attention to the three other communication capabilities of the Internet, mainly to the social networks. It is advisable to create and actively support the communities in social networks such as VK, Odnoklassniki, Facebook and Twitter. Printed products also remain an important channel of communication. There should be created brochures www.ccsenet.org/mas Modern