Abstract:
This research presents the findings on predicting increased museum visitor frequency
using an experimental design discrete choice modelling methodology. Previous research
investigated factors associated with the decline in visitor numbers to Australian museums
and revealed that work pressure and time squeeze had an impact on leisure consumption
patterns among traditional museum visitors and there was increasing competition for
leisure time and money. How people made choices in relation to cultural and leisure
consumption remained unexplored and was the subject of the Choosing Museums project.
Choice modelling as a methodology has not been applied to the museum sector in
determining how visitors could become more avid cultural consumers and this research
acted as a proof of concept for its suitability. The results suggest that choice modelling
has much to offer in relation to understanding the benefits people are seeking from a
museum experience as well as offering strategic insight into potential collaborative
ventures and re-combinations of existing museum products and services.
