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 a questionnaire survey conducted over a 12-month period at the Museu Nacional do Traje (MNT). The survey aimed to profile the museum’s predominant audience, revealing a majority of Portuguese visitors with high levels of education and cultural engagement, particularly in museum visits.
The motivations for visiting the museum included interest in the museum itself, exploring permanent and temporary exhibitions, and accompanying friends or family. The study also highlighted positive evaluations of the museum experience, especially among national visitors. Children and young people were significant participants in museum visits, with national visitors more likely to bring children along. The document emphasised the importance of understanding visitor expectations, intentions to revisit, and recommendations for the museum.
