Spellerberg Associates

Research, design and development for artists, museums and cultural institutions

Museum Website Visitor Motivation Study

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.

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