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 focuses on the Museum of Ethnology’s public, aiming to support academic research, cultural policy implementation, and museum management. The museum offers diverse activities and events, attracting a majority of Portuguese visitors. Loyalty among regular visitors is high, with proximity playing a significant role in repeat visits.
Suggestions for improvement include more informative and explanatory texts for visitors. Factors influencing museum visits include free access, varied programming, extended opening hours, and improved accessibility. Demographic data reveals visitor details such as age, nationality, and feedback on other museums visited. The analysis is based on 275 valid responses, with 56% from foreigners, using Computer Assisted Qualitative Data Analysis.
The report follows a five-phase approach, including data preparation, initial immersion, coding, categorization, and interpretation. Visitors express the need for more detailed background information and translations in multiple languages for a better museum experience. The report’s methodology involves a quantitative chapter focusing on general questions and a qualitative chapter analysing visitor opinions and suggestions, contributing innovatively to the research field.
