The Synergy of Museums & Tourism Audience Development Presentation by Christian Waltl Lord Cultural Resources Amman, Jordan 7. April 2009.

The Synergy of Museums & Tourism

Audience Development

Presentation byChristian Waltl

Lord Cultural Resources

Amman, Jordan7. April 2009

‘Museums should change from being about something to being for somebody’ (Stephen E. Weil)

Changing roles of museums

Changing roles of museums

Object focus People focus

Curators pre-eminent Multi-functional teams

Static display Changing display/programming

Scholarship valued Learning & leisure purpose

Visitor barriers Participation/engagement

Authoritarian Dialog

4

Why are museums important today?

• Preservation, research & interpretation• Anchors for knowledge generation• Creativity & community development• Life long learning• Urban development• Cultural tourism• Pleasure & enjoyment• Prestige & diplomacy

• The museum as a piazza

• The museum as an idea factory

• The museum as a learning space

The museum as a public space

6

What is audience development?

Audience development is about:• developing and retaining new audiences• building a strong relationship with existing

audiences and engage them• improving visitor experiences and encourage

frequent use• introducing non-attenders to the organisation• reaching out to special community groups

who would not normally come to a museum.

7

Visitor research is the key to audience development

• Why do they come (motivation)?

• Where do they come from?

• What are their needs?

• What are their expectations?

• How satisfied were the visitors?

• Who are the non-visitors?

After Morris, Hargreaves, McIntyre, 2005

Rejectors

Resistors

Open to persuasion

Intenders

Attenders

8

Audience Pyramid

A Model of Museum VisitingSocial interaction

Doing something worthwhileHaving the challenge of new experiences

Having an opportunity to learnParticipating actively

Feeling comfortable and at ease with the sourroundings

Source: Hood (1996), Kelly (2001)

Motivations

Museum Visiting Global TrendsPredictors

Personal interest

Demographics

Values and beliefs

Prior exposure

Opportunities

Time

Rising affluence and education levels

Ageing population

Cultural diversity

Less leisure time and emphasis on short breaks

Information technology 9

Motivation drivers

Physical needs

Safety needs

Social needs

Self-esteem

Self-actualization

social interactionentertainment

Interested in learning

aestheticnostalgiaexperience the past

contemplationcreativity

48%

39%

10%

3%

10

Maslow’s hierarchy of needs 1954

After Morris, Hagraeves, McIntyre, 2005

Destination motivator

11

Museums as key players for cultural tourism

Destination enhancer

12

The Guggenheim MuseumBilbao, Spain

What makes it so successful?

• The power of an iconic building (Frank Gehry)• A global brand • A committed local authority (& great idea)• An outstanding programme of special exhibitions

The Facts• 10 years of operation• 1 million visits per year• 90% tourists• 12.8% ROI• Major urban regeneration

13

The Museum of Islamic ArtDoha, Qatar

What makes it so brilliant?

• Superb architecture • Outstanding interior design• Global positioning• Location• Great collection• Dedicated leadership• Prime space for learning

14

The Bahrain Fort Museum Kingdom of Bahrain

What makes it so attractive?

• Historical location next to the old Portuguese Fort

• Simplistic modern design• Archeological jewel• Prime space for research

15

The profile of cultural tourists

• Want to explore

• Meaningful personal experience

• Integrated experience

• Motivated by high impact cultural events

• Frequent short trips

• Use the internet to tailor their travel

• High level of educational attainment

• Can be of any age

16

How can museums meet the needs of cultural tourism?

• Offering a unique cultural experience with a focus on quality and distinctiveness

• Need to offer information on local culture and traditions

• Allow active participation

• Multilevel interpretation & multiple languages

• Necessary information on website

• Museum marketing strategy that ties into the tourism strategy

17

How can the tourism sector meet the needs of museums?

• Offer PR and marketing opportunities

• Support and facilitate international positioning

• Share data

• Regional card schemes

• Transport schemes

• Distribution of promotional material

18

Museum versus tourism

What are the obstacles?• For profit / non-profit approach • Lack of understanding• Few exchanges of expertise and

experiences• Exchange of data• Data on tourists not conform with museum

visitor data• Museums planning versus tourism planning

19

Key challenges

• Balance act between the needs of tourists and the needs of the local community

• Communication

• Sufficient operational funding (esp. marketing)

• Product enhancement

• Sustainability

20

How can the 2 sectors work together?

• Regular exchange of information and expertise

• Joint working groups for visitor/tourist research

• Close collaboration in marketing (destination-level marketing)

• Create in cooperation varied and innovative programme packages

• Cultural clusters

1. Assess current practice

2. Identify barriers to collaboration

3. Identify visitors and geographical distribution

4. Review visitor’s needs

5. Assess potential for audience development (resources & skills)

6. Set objectives

7. Market segmentation

8. Establish target audiences

9. Set an action plan for each target audience

10. Support staff with training

11. Internships & placements

12. Work with partners

13. Proper marketing

14. Evaluate, review and improve tourism product regularly

21

Audience development as a tool for a tourism development strategy

22

Conclusion

• Museums audience development and tourism development have the same goals

• Museums’ audience development initiatives can work as a tool for tourism development

• It is about tailoring the offered services to the needs of the traveler/visitor

• It is about offering a high quality product

• It is a shared responsibility that works best with an integrated and collaborative approach

23

The new Bilbao Effect?in the 21st Century

King Abdulaziz Center for Knowledge & Culture, Saudi Arabia

THANK YOU!