Emerging Audience and Visitors to the Museum of Antioquia

Abstract

Museums are ones of the most media communicative cultural spaces of the contemporary social panorama, hence their interest in understanding the needs, values and expectations of their visitors, in order to carry out strategies about marketing, communication and innovation. This paper introduces the findings of “Study of regular and non-regular visitors of museums in Antioquia”, conducted by Institución Universitaria Colegio Mayor de Antioquia and Politécnico Colombiano Jaime Isaza Cadavid. It was found that a new visitor profiled has emerged, such as housekeepers and retired men; on the contrary, the art experts´ attendance and the population ranked in 4, 5, and 6 socio economic strata have decreased. In regards to the foreign audiences, as they have a high level of education, they prefer a cognitive, introspective or artistic museum experience, in contrast to the local audience that prefer a social experience, attending sites where conversation, relaxation and leisure activities take place, instead of those in which silence is required.