Case Study

Comparing Visitors’ and Non-Visitors’ Motivations and Sociodemographics: The Case of the Swiss Science Center Technorama

Frank Hannich, Leticia Labaronne, Roy Schedler, Lara Leuschen, Reto Heierli

2024


Critical Issues on Arts Engagement versus the Non-Visitor

P. 101–126

DOI: 10.14361/zkmm-2024-0105

Language: English

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

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