How to segment cultural tourists
Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.
Resources tagged with
Cultural tourism: a glossary
This short but useful glossary provides an explanation of some of the most commonly occurring terms used within the field of cultural tourism. You’ll find a list of terminology and definitions – a must for anyone who has cultural tourists as a priority audience group.
Key facts and figures for cultural tourism
If you’re interested in strategy for targeting cultural tourists you’ll find some useful facts and figures in this help-sheet. It contains a wealth of information gathered from various sources including Visit Britain, The London Visitors Survey and the Nations Brand Index. There’s links to further resources along with details about decision making influences, sources of … Read more
Audience Research: Cornerhouse Manchester
A summary of the findings of seven pieces of audience research: Cornerhouse Audience Profiling Report Cornerhouse Economic Impact Summary In-Depth Interviews with Audience Members Market Assessment Online Survey of Cornerhouse Website Users On-Site Survey with Visitors to Cornerhouse Manchester Single Spies Mystery Shopping Research The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.
Gallery research
Results of a pilot shared survey of galleries in the South East, South West, East, East Midlands, London and Wales. Visitors to galleries were asked questions about their age, locality, frequency of attendance, art specialism and art purchasing.
Pinterest for cultural heritage institutions – a case study
This case study by the Europeana Foundation focuses on how their end-user engagement programme explored the value of Pinterest for cultural heritage institutions. It looks at how they opened up data and content from five Europeana partners – the University of Barcelona, Biblioteca de Catalunya, the Swedish National Heritage Board, Varna Public Library and the … Read more
Discover Dance – an evaluation of a development programme
The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.
A tailor made approach to promoting the Edinburgh International Festival
In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million … Read more
Creating life-long relationships with museum visitors
An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum’s work. For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can … Read more
A digest of information available on audiences in the North East
A report exploring existing research on museum and gallery audiences in the UK, with a particular emphasis on the North East. The digest includes factors informing people’s decisions about leisure time, how families make the decision to visit, advance planning and incidental visiting, frequency of visits, and the barriers to attendance.