Australia and the world: International tourists and museum visitor studies

Dr Lynda Kelly, Australian Museum

TitleWhy visit museums?

• New experiences

• Worthwhile leisure

• Learning

• Entertainment

27%

26%

8%

3%

14%

4%

4%

7%

1%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

North America

UK

Germany

France

other Europe

NZ

Japan

other Asia

China

Africa/South America/Pacific

10%

25%

27%

36%

16%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Powerhouse Museum

AGNSW

Taronga Zoo

Sydney Aquarium

Maritime Museum

MCA

Title2006 research study

• Desk research

• Onsite survey (n=153)

• CBD survey (n=102)

• Executive interviews: 15 tourism operators/intermediaries

TitleInternatoinla tourists

• Increased competition in Sydney• Working holiday-makers largest potential – stay

longer• Range of venues

– AM visitors visit other cultural attractions– CBD outdoor & icon destinations

• Want to experience the ‘unique’ Sydney / Australia

• Seeking adult-targeted experiences• Indigenous culture of most interest to AM visitors

TitleTourist operators

• Worldly travellers:– have seen the ‘icon’ museums– high expectations

• Under pressure:– want value for time– to indulge & relax

• Seek ‘authenticity’:– live experiences, sensory, natural settings,

local personalities

TitleAustralia’s ‘destination identity’

• Drinking & mateship

• Sport

• Beach & endless summer

• Iconic fauna (koalas, kangaroos)

• Dangerous & deadly fauna

• Convict history

• Indigenous

TitleCultural tourism

• Perceptions of Sydney:– outdoors– open air– freedom– endless summer– icons– shopping

We’re Paul and Carolyn, 54 and 38, both professionals living and working in London. We consider ourselves to be worldly travellers, having recently done the Inca trail in Peru and last year attending a conference in Budapest where Paul was a keynote speaker. Although Paul has older children from a former relationship we don’t travel with them, preferring to stay in quality hotels or with our many colleagues and friends living across Australia.

We have been to Sydney several times now and just love the outdoors, beaches, shopping and café lifestyle. We always visit the cultural attractions, with art galleries being particular favourites. We have visited most of the icon museums of the world, and were very impressed with the Smithsonian, New York Natural History Museum and a quaint hunting museum we visited in Budapest.

When we go to museums we like to do a morning or afternoon tour which we book on the day, and a cost of around $15 doesn’t faze us. We love visiting museum shops and always buy a book as a reminder of our experience, souvenirs for Paul's boys and presents for our hosts.

We think the Australian Museum’s Aboriginal display is fantastic. Initially, we were not interested in social justice (preferring to find out what is a real and fake ‘artefact’ to buy later), but we were moved by the contemporary stories of survival and hope, we never knew this happened in Australia.

Although we have a general plan of action before we leave London, we prefer to be a bit spontaneous and usually go by the recommendations in the local guide books and Lonely Planet of course!

• All audiences want …– respect for them as individuals– to exercise choice– a welcoming atmosphere from trained, aware,

friendly, knowledgeable staff– to see themselves reflected in programs,

exhibitions, collections & staffing– active & varied learning experiences

• individual & group-based– involvement– a contemporary experience:

• communication/interpretation• relevant & current content/issues

http.//www.australianmuseum.net.au/amarc/

http://amarclk.blogspot.com/