Although many studies are available on visitors to cultural institutions, the infrequent or non-visitors are largely unexplored. However, they make up the majority of the population. Their motivation for not visiting is therefore the focus of this volume. This volume provides an in-depth overview of the international state of nonvisitor research. Building on this, extensive quantitative and qualitative analyses are conducted on reasons for non-visitation. This is followed by an empirically based, practice-oriented theory of visitor attraction. The authors thus present the first comprehensive work on non-visitor research in Germany.

This book is a translation of the original German 1st edition Nicht-Besucherforschung by Martin Tröndle,published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2019. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors.

Non-visitor research, audience development for cultural organizations Motivation for non-visiting Empirically based, practice-oriented theory for visitor acquisition

Autorentext

Prof. Dr. Martin Tröndle holds the WÜRTH Chair of Cultural Production at Zeppelin University. He leads two international research projects on visitor research "eMotion - mapping museum experience" and "ECR - experimental concert research". He is also co-editor of the "Zeitschrift für Kulturmanagement". 

Inhalt

Visitor and nonvisitor.- Methodology of (non)visitor research.- (Non)visitors quantitatively.- Nonvisitors in conversation.