Art Gallery Visitors’ Motivations
Articles
Virginija Jurėnienė
Vilnius University, Lithuania
Dovilė Peseckienė
Vilnius University, Lithuania
Published 2020-06-05
https://doi.org/10.15388/Im.2020.89.37
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Keywords

Art gallery
visitor
motivational factors
J. Falk
accessibility and infrastructure
Kaunas Picture Gallery

How to Cite

Jurėnienė, V. ., & Peseckienė, D. . (2020). Art Gallery Visitors’ Motivations. Information & Media, 89, 17-33. https://doi.org/10.15388/Im.2020.89.37

Abstract

The article discusses the motivational factors of visual art institution consumers. Analysis includes Falk’s identity-related theory of motivation for visiting art institutions that discusses how visitors’ experience begins before visiting a museum and is focused on the consumer’s attitude (identity) validation. Consumers’ motivation to visit an art institution depends on not only the proposals provided by the institution and their value to the consumer, but also on accessibility, the environment, and the personnel’s communication. The article introduces the motivations, expectations of consumers of the services provided by Kaunas Picture Gallery as well as evaluation of the services and infrastructure provided by the organisation obtained during study Visitors’ Expectations in Visual Art Institutions.

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