Visitor motivations in arts and cultural organisations: A regional context

Although research into arts and cultural production and consumption is increasing, there remains a lack of empirical knowledge about visitors’ motivation to visit museums in regional locations. We utilise a visitor survey to assess the motivations for consuming cultural experiences at the Queen Victoria Museum and Art Gallery (QVMAG), a regional museum in Launceston, Tasmania. The results of this study both conformed to and deviated somewhat from extant research across the areas of ‘cultural involvement’ and ‘motivation’, which has important implications for marketing management and strategy development in regional contexts.