Local art museums and visitors: Audience and attendance development. Theoretical requirements and empirical evidence

During the 20th century museum visitor studies have used different approaches with varying results. They have covered not only individual demographic and psychographic characteristics, but also the motivation, needs and expectations of both visitors and nonvisitors. According to the visitor-oriented approach, most research has been suggested to attract and satisfy new audiences promoting social interaction and the emotional involvement of visitors through edutainment, new technological devices, exhibitions and other ‘blockbuster’ events. In this paper we analyse the content and language of art museum communication, to verify if the general knowledge people have when they visit a museum is sufficient to understand and appreciate the complex value of exhibits in museums and if museum communication strategies are suitable to the mise en valeur of local cultural heritage. Analysing the findings of a local survey on the relationship between museums and their real and potential visitors, carried out among students, the following paper argues that museums and education should enhance the distinctive features of local cultural heritage, both to promote the understanding of its complex value and to reach new audiences