Lifestyle segmentation and museum/gallery visiting behaviour
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TL;DR
This paper proposes the use of lifestyle segmentation in an attempt to understand how museum and art gallery visits fit in with other aspects of the visitors' life.
Abstract
Abstract A number of variables have been used in the quest to understand better who visits museums and art galleries. This paper proposes the use of lifestyle segmentation in an attempt to understand how museum and art gallery visits fit in with other aspects of the visitors' life. Research to date has tended to focus on those who actually visit, but little has been done to enhance an understanding of non‐visitors. Lifestyle studies, undertaken across a representative sample of a population, offer the potential to understand not only those who visit, but also those who do not. Seven segments result from this lifestyle analysis of New Zealanders, with a significant relationship evident between lifestyle grouping and frequency of visits to museums and art galleries. As each of these lifestyle segments also demonstrates significantly different media characteristics, there are important implications for the placement and tone of promotional messages. Copyright © 2001 Henry Stewart Publications