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      Art museum visitor segments: evidence from Italy on omnivores and highbrow univores

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      Author(s)
      Gürel, Eda
      Nielsen, A.
      Date
      2019
      Source Title
      International Journal of Arts Management
      Print ISSN
      1480-8986
      Publisher
      Ecole des Hautes Etudes Commerciales
      Volume
      21
      Issue
      2
      Pages
      55 - 69
      Language
      English
      Type
      Article
      Item Usage Stats
      447
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      807
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      Abstract
      This study segments the various types of art museum visitor using two-step cluster analysis. It goes beyond a simple demographic categorization of visitors and investigates why people visit museums, in particular what experiences they seek in museums based on their preferences and participation in various leisure activities. The sample was selected from among visitors to two art museums in Genoa, Italy. Face-to-face interviews were conducted with 400 visitors. The resulting 394 useable questionnaires yielded two clusters – Cultural Omnivores and Art Museum Univores – providing evidence for the omnivore/highbrow univore thesis described in the literature. The data suggest that the experiences visitors look for in museums, their preferences regarding various leisure activities, and their attendance at both highbrow and popular cultural events provide an effective means of segmenting art museum visitors. The theoretical contributions and managerial implications are discussed.
      Keywords
      Market segmentation
      Art museum visitors
      Two-step cluster analysis
      Omnivores/univores
      Italy
      Permalink
      http://hdl.handle.net/11693/53287
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      • Tourism and Hotel Management 59
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