This report is part of a study that produces up-to-date and reliable information on audiences for DGPC museums, including social profiles and cultural practices, the relationship with museums, expectations, evaluations and suggestions arising from the visit. It aims to promote knowledge and the search for new responses to the challenges that audiences are posing to many museum institutions as a result of the strong impact of tourism. This is a pioneering study in Portugal from several points of view: the number of participating museums, the comparative perspective adopted and the duration of the observation (12 months).
The report delves into the challenges faced by museums in light of tourism impact, presenting a pioneering perspective in Portugal with a comparative approach over a 12-month period. Notably, it marks the first-ever conducted and published research on the National Museum of Music (MNM). MNM employs diverse methods to disseminate information, catering to a varied audience. The demographics of MNM visitors reveal differences in educational backgrounds and group sizes, shedding light on their motivations for visiting, such as interest in the museum, exhibitions, and cultural activities. Additionally, visitors express a desire for information on discounts at paid museums.
The report highlights the most frequently mentioned museums by national visitors, including the Louvre, Gulbenkian, and Prado. The analysis of opinions and suggestions provided by visitors at the end of the visit offers valuable insights, with a meticulous approach to coding and thematic analysis.
The report’s conclusions, particularly concerning the MNM, are compared with global results and are to be published separately. Overall, the document provides a comprehensive exploration of visitor feedback, offering recommendations for improving the museum experience and addressing visitor needs effectively.
