Museums and audiences : bridging gaps

Abstract

The intention of this study was to identify the way that museums are perceived by the local public, both the visiting and non-visiting public. The target audience of this study was local families and covered all local museums. The National Museum was taken as a case study in view of the upcoming extension of the present permanent exhibition. Such analysis was placed in context of the changes that museums are constantly going through in terms of their main objectives and social obligations. This research reviewed the literature appertaining to the way that museums nowadays are becoming more concerned with their visitors' needs and are also becoming aware of the non-visiting audience, who is seen as a future potential visitor. A number of visitor surveys carried out abroad were analysed and later compared with the results of the local interviewee's responses. It was decided that the best manner to gather the necessary information was through a questionnaire which was used to interview 275 people. The way this questionnaire was designed facilitated the interviewers' task of compiling it and it was aimed at asking different questions to three segments of the public, those who do not visit local museums, those who visit local museums and those who visit local museums and have also visited the National Museum of Archaeology. The data was then inputted using the SPSS programme from which statistical outputs were produced. This data was complemented with excel sheets which reflect any multiple choice answers and also any comments or suggestions made by the interviewees. The data was presented and analysed both on a local level, by comparing the demographics and psycho graphics of the non-visitors with those of the visitors but also with comparing the local results with those obtained abroad. The results are quite encouraging and show that 66.5% of the population has sometime visited a local museum and 53% of the non-visitors said it was probable that they would visit museums in the future. With regards to the National Museum of Archaeology and the responses related to it, decisions need to be made especially in view of the upcoming permanent exhibition, even though its planning is at advanced stage. These mainly relate to preferred means of media as relayed by the interviewees. A very interesting fact that merits attention is that fact that upon being asked what additional services would make the National Museum of Archaeology more family-friendly, 32.8% opted to choose 'an accessible-to-all library'. Future plans for this museum should take this into account. A lot of information can be garnered from this study even for other museums. The SPSS data, which along with additional relevant information shall be passed on to Heritage Malta, can be used to find the demographics and psychographics of the people who visit each individual Heritage Malta museum.