Non-Visitor Research: Audience Development for Arts Organisations

Description

Although many studies are available on visitors to cultural institutions, the infrequent or non-visitors are largely unexplored. However, they make up the majority of the population. Their motivation for not visiting is therefore the focus of this volume. This volume provides an in-depth overview of the international state of nonvisitor research. Building on this, extensive quantitative and qualitative analyses are conducted on reasons for non-visitation. This is followed by an empirically based, practice-oriented theory of visitor attraction. The authors thus present the first comprehensive work on non-visitor research in Germany. This book is a translation of the original German 1st edition Nicht-Besucherforschung by Martin Tröndle,published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2019. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors. Acknowledgements Contents Notes on Contributors List of Figures List of Tables Visitors and Non-visitors Reasons for (Non-)visiting The Classics of Cultural Sociology Georg Simmel Pierre Bourdieu Richard A. Peterson Gerhard Schulze International Non-visitor Research Marilyn G. Hood, US: Recreation Preferences William S. Hendon, US: Cultural Education Richard Prentice, Andrea Davies and Alison Beeho, UK: Lifestyle Arts Council England, UK: Peer Groups Sarah Todd and Rob Lawson, New Zealand: Lifestyle Fondazione Fitzcarraldo, Italy: Multiple Relationships Victor Yocco et al., US: Individual and Social Benefits National Endowment for the Arts, US: Creating Possibilities for Socialising and Learning, Creating Audience-Specific Offerings Steven Hadley, UK: Audience Development as Ideology Non-visitor Research in Germany Volker Kirchberg: Visitors and Non-visitors to Museums Deutscher Bühnenverein: The Segmentation of Non-visitors Holger Höge: Free Time Thomas Renz: Lack of Companions and Understanding Marie Carolin Bartsch et al.: Usage Behaviour of Non-visitors, Infrequent Visitors and Frequent Visitors Development of a Differentiated Theory of Cultural User Behaviour Bibliography Methodology of (Non-)visitor Research Quantitative Questionnaire Survey Sociodemographic Information Use of Time and Leisure Activities Organisation and Service Information Previous Education and Educational Background Barriers Affinity for Art User Behaviour Experiment and Qualitative Group Interviews The Interviews Evaluation of the Qualitative Part Comments: Background Information on the Plays Bibliography (Non-)visitors in Quantitative Terms Sociodemographic Information Questions About the Study Leisure Time Behaviour and Musical Taste Visitors and Non-visitors Effects of Sociodemographic Characteristics and Preferences on (Non-)visiting Effects of Leisure Behaviour and Musical Taste Information Education and Social Background Effects of Education and Social Origin Attitude and Prejudices Ticket Cost Estimate Company General Interest Visit Image Art Reference Art Affinity Index ‘Never visitor’ (Non-)visitor Types ‘Never visitor’ ‘Not-yet visitor’ ‘Infrequent visitor’ ‘Occasional visitor’ ‘Frequent visitor’ Conclusion Bibliography Non-visitors in Conversation Expectation Dimensions Performance Venue Event11 Audience34 Experience Dimensions Performance Venue Event77 Audience101 Conclusion Non-visitors, Approaching Unknown Personas Taste, Style, Interests and Socialisation Classification and Interpretation Arts and Culture for All Who Want It Close, Closer, Art Building Social and Content Proximity Proximity as a Dispositive Bibliography Appendix Bibliography