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 methodology included analysing visitor statistics, demographics, activities, and conducting public surveys.
This particular document pertains to the Museu Nacional do Azulejo and focuses on visitor statistics and museum characteristics. The study followed a five-phase analysis approach proposed by Leavy, emphasising data preparation, initial immersion, coding, categorization, and interpretation. It revealed visitor demographics, education levels, and work status, indicating that most visitors sought information before their visit and engaged in specific museum activities.
Preferences for visiting other museums varied among respondents, with no clear correlation to geographic proximity. Suggestions for improvement included enhancing signage, offering guided tours, and creating more interactive exhibits. Notable feedback highlighted issues with poorly translated signs, unfriendly service at the front desk, and inadequate information provided to visitors.
Overall, the study aimed to bridge research with cultural policy implementation and museum management, emphasising the importance of clear and accessible language in museum materials to enhance visitor experience and learning outcomes.
