VISITOR BEHAVIOR IN MUSEUMS IN TIMES OF COVID-19

Abstract

This research aims to better understand the circumstances of museums in times of Covid-19 and investigate the reopening of museums as physical spaces for visitors’ experience. The influence of visitors’ socio-demographic and tripographic characteristics on visitor behavior, safety measures implemented by museums, and visitation experience were examined in two major art museums in Catalonia (Spain): the Dalí-Theatre Museum and the Picasso Museum. Participants (879) were selected following systematic random sampling at the museum exit gates. A quantitative analysis of the data was performed using Pearson and ANOVA and the participants’ profiles presented. Findings indicate significant relationships between visitors’ characteristics and visitor behavior, safety measures and visitation experience, with place of residence showing a positive influence on all three. Museums complied with specific safety regulations due to Covid-19, and in this context, the findings revealed that visitors slightly changed their visitor behavior in museums. Most visitors positively evaluated the key aspects of museum management relating to health and safety and social distancing. Age, nationality, and personal experience were found to influence visitor behavior in museums. Specific effects of each characteristic are further analyzed. Theoretical and practical implications and suggestions for future research studies are also discussed. Marketing activities will benefit from knowing, in detail, the visitors’ characteristics- information that can be used to target niches. Finally, the cultural industry has a social function and supporting the digitalization of museum organizations is crucial to the dissemination of culture.