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Abstract

Although research into arts and cultural production and consumption is increasing,there remains a lack of empirical knowledge about visitors’ motivation to visit museumsin regional locations. We utilise a visitor survey to assess the motivations for consumingcultural experiences at the Queen Victoria Museum and Art Gallery (QVMAG), aregional museum in Launceston, Tasmania. The results of this study both conformed toand deviated somewhat from extant research across the areas of ‘cultural involvement’and ‘motivation’, which has important implications for marketing management andstrategy development in regional contexts.

Item Type:	Book Section
Authors/Creators:	Lehman, KF and Wickham, MD and Fillis, I
Keywords:	visitor motivations, cultural organisations
Publisher:	Forty South Publishing Pty Ltd
Copyright Information:	Copyright 2019 Kim Lehman, Mark Wickham and Ian Fillis
Related URLs:	Google Scholar: Lehman, KF UTAS Profile: Lehman, KF Google Scholar: Wickham, MD UTAS Profile: Wickham, MD
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