Case Study
Comparing Visitors’ and Non-Visitors’ Motivations and Sociodemographics: The Case of the Swiss Science Center Technorama
Abstract
Engaging with new and broader audiences is increasingly relevant for cultural institutions. For that reason, visitor studies have become an established part of cultural management and research. Reaching out to new and broader audiences requires non-visitor research as well. Focusing on the case of the Swiss Science Center Technorama this study compares characteristics, needs and motivations of both non-visitors and visitors and shows, based on Falk’s phenotypes, how this information can be used for targeted offerings and digital marketing communications. The results affirm well-known barriers such as price and distance, but also show potential of better targeted offerings and digital communications.
Keywords
2024 (1)
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© 2024, Journal of Cultural Management and Cultural Policy
Keywords
- aesthetics
- higher education
- cultural diplomacy
- career, professional role
- audience studies
- visitor motivations
- Business
- corona pandemic
- digitalization, digitization
- diversity
- empirical aesthetics
- entrepreneurship
- development, transformation
- ethics
- Evaluation
- festival
- film
- social change
- ideology
- staging
- communication
- Concert
- creative industries
- creativity
- culture
- arts organizations, cultural organizations
- cultural participation
- cultural change
- fincancing the arts
- cultural history
- cultural economy
- cultural organizations
- art education
- cultural policy
- cultural production
- cultural sociology
- audience development, art education
- arts administration, arts management
- cultural industry
- cultural sciences
- art
- arts research
- arts marketing
- curating
- artists
- leadership
- management
- marketing
- market
- media
- methods development
- museum
- music
- non-visitor studies
- opera
- orchestra
- organization
- audience
- audience development
- law
- government
- social cohesion
- social cohesion
- non-visitor socio-demographics
- community arts
- state
- urbanism
- dance
- Participatory Justice
- theater
- Theatre Governance
- theory development
- tourism
- survey
- civil society, third sector