Retaining the visitor, enhancing the experience: identifying attributes of choice in repeat museum visitation

How people make choices in relation to cultural and leisure consumption has been explored from the viewpoint of motivation, lifestyle segmentation, and lifecycle. Little is known about the specific characteristics associated with choices to visit, re‐visit, or not to visit a museum. Understanding ch...

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Bibliographic Details
Published in:International journal of nonprofit and voluntary sector marketing 2009-02, Vol.14 (1), p.21-34
Main Authors: Burton, Christine, Louviere, Jordan, Young, Louise
Format: Article
Language:English
Subjects:
Collaboration
Consumer behavior
Culture
Leisure
Market strategy
Museums
Studies
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Summary:How people make choices in relation to cultural and leisure consumption has been explored from the viewpoint of motivation, lifestyle segmentation, and lifecycle. Little is known about the specific characteristics associated with choices to visit, re‐visit, or not to visit a museum. Understanding characteristics of choice, developing incentives, bundled packages, and levels of pricing is an essential element in marketing strategies for museums operating in a competitive leisure marketplace. However, determining what really matters to cultural consumers is complex and methodologies to assist in unraveling such complexities are not easily identified. This study aimed to address ways in which people respond to specific incentives as influences in choosing museum visitation. The study was conducted in two major museums in Australia to determine how useful choice modeling is in identifying features that matter to cultural consumers. The results suggest that choice modeling 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. Copyright © 2008 John Wiley & Sons, Ltd.
ISSN:1465-4520
1479-103X
2691-1361
DOI:10.1002/nvsm.351