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Investigating the relationship between visitor location and motivations to attend a museum

Foster, S, Fillis, I, Lehman, KF ORCID: 0000-0002-1652-4701 and Wickham, MD ORCID: 0000-0001-6653-9074 2020 , 'Investigating the relationship between visitor location and motivations to attend a museum' , Cultural Trends, vol. 29, no. 3 , pp. 213-233 , doi: 10.1080/09548963.2020.1782172.

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This paper investigates the role of visitor location and other relatedcontributing factors in determining motivation to attend the QueenVictoria Museum and Art Gallery in the regional city of Launceston,Tasmania. It carries out an assessment of the literature on visitormotivation to attend museums and galleries, including visiting asa learning experience and as an environment for well-being. Italso considers the role of visitor location in determining thefactors behind the visit. Following our adoption of a visitor survey,this paper carries out a demographic visitor profile beforeconsidering our findings on geographical location, engagementwith the museum and marketing engagement (including byvisitor location). The study then carries out a series ofindependent t-tests with respect to visitor location, followed byANOVA calculations with respect to the overall mean findings fordifferent subgroups. Following this, confirmatory factor analysesdetermine item suitability, with four factors being identified.Following discussion of the findings and the drawing ofconclusions, a series of recommendations for theory and practiceare made, beginning with implications for QVMAG itself beforebroadening insight for other museums, galleries and culturalattractions more generally.

Item Type: Article
Authors/Creators:Foster, S and Fillis, I and Lehman, KF and Wickham, MD
Keywords: Museums; probability to return; visitor motivation; regional location
Journal or Publication Title: Cultural Trends
Publisher: Routledge
ISSN: 0954-8963
DOI / ID Number: 10.1080/09548963.2020.1782172
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© 2020 Informa UK Limited, trading as Taylor & Francis Group

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