The museum’s attractiveness according to university students

Abstract

THE AIMS OF THE PAPER

The aim of this study is to explore the museums’attractiveness among university students. According to the researches concerning institutional cultural consumption in Hungary, this segment is mostly a missing one. Museums beside shaping identity, providing communal experiences often attract tourists. Our research focuses mainly on the latter function through examining the attitude and visitor preferences of young adults.

METHODOLOGY

The exploratory research methodology includes a quantitative survey among the students of BBS. Our research questions are: which patterns stand out concerning the experience-seeking of university students in a museum? What are the characteristics of their attitude towards the museum as a local cultural institution and as an attraction?

MOST IMPORTANT RESULTS

University students are mobile cultural consumers, museums play an important role as a cultural institution beyond their place of residence. Their expectations towards museums include both traditional functions and new interpretational technologies. They visit more often museums while travelling, the main motivations are the desire to being an explorer and to visit famous sights. The main factors of their museum experience is entertainment and active participation.

RECOMMENDATIONS

Our research results may support Hungarian museums in getting acquainted with the expactations of Generation Z’s typical segment and provide tailor-made services for them. They also may strengthen the museums’ position in domestic post-Covid tourism with the growing importance of safe, near, authentic experiences.