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The study devoted to finding out the public’s image of museums contains an exploratory analysis produced from qualitative research aimed at gaining detailed knowledge of the Spanish population’s perceptions and associations in relation to the “Museum” brand name. The research has made it possible to obtain a close-up of the visiting and non-visiting public, to ascertain the attributes that make up the brand image, along with its relative importance, and to thus understand the process involved in the decision to visit a museum.

The specific aims are to:

  • Determine how the perception of the museum influences the decision to visit one when faced with other leisure, culture and entertainment alternatives.
  • Define the concepts associated with museums: images, activities, characteristics of the visitors.
  • Find out the visitors´ expectations and motivations so as to anticipate their needs and the services they demand with regard to the museum.
  • Determine the reasons why they do not visit the museums.
  • Analyse some relevant aspects with regard to the museums and their perception, positive evaluations of the experience in the visit, tourism, children, price of entry, etc.
  • Find out the public’s suggestions for increasing museum attendance.

Link to “Getting to know all the visitors. What images are associated with museums?”