Spellerberg Associates

Museum Website Visitor Motivation Study

Research & Development

Circa 2016, we co-led a study into the motivations of museum website visitors, with 23 institutions participating. We presented this work through several conference presentations and in an article in the Journal of Digital & Social Media Marketing.

The project surveyed the motivations of visitors to museum websites, based on the framework of visitor motivation developed by museum researcher John Falk. We collected quantitative data through each institution’s Google Analytics account.

For an overview of the project, see our post about the MW 2016 presentation. To watch various study participants present on their findings, see the video of the MCN 2016 presentation. And for an introduction to the article, see our post about the Journal of Digital & Social Media Marketing.

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