Much More Than a Museum: Motivations and Experiences of Young Visitors at Urban Cultural Clusters

Daria V. Kondrateva, Alexander M. Pakhalov () and Natalia A. Rozhkova
Additional contact information
Daria V. Kondrateva: Lomonosov Moscow State University
Alexander M. Pakhalov: Lomonosov Moscow State University
Natalia A. Rozhkova: Lomonosov Moscow State University

A chapter in Tourism, Travel, and Hospitality in a Smart and Sustainable World, 2023, pp 435-446 from Springer

Abstract: Abstract Statistics show that members of Generation Z (Gen Zers) are less interested in visiting “classic” museums than other age groups. At the same time, young visitors show a noticeable interest in contemporary art and prefer more collaborative formats of interaction with art and culture. Urban cultural clusters (art clusters) and cultural centers could be alternative attractions of potential interest to Gen Zers. Our study aims to identify factors that influence the motivations and the experiences of young visitors at urban cultural clusters and centers. Despite the presence of studies focused on these attractions, researchers have so far paid little attention to the experience of their visitors. We fill this gap with primary data obtained from a series of semi-structured interviews and a survey of young visitors at urban cultural clusters and centers in Moscow, which is well known for a number of such attractions. Based on the collected data, we test several hypotheses using factor and regression analysis. In particular, based on survey data, we measure the role of various factors that bring visitors to an attraction and the features of their visitor experience. Our results show that for Gen Zers information from social media is a key factor in shaping the initial intention to visit a cultural cluster or center. In turn, satisfaction and revisit intention increase if an attraction provides young visitors with more interactive and immersive experiences. Our findings confirm the earlier observation that young generation members want to be not just visitors but co-creators of cultural attractions.

Keywords: Cultural clusters; Cultural centers; Visitor experiences; Visitor motivations; M31; L83; Z11; Z33 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-29426-6_28

Ordering information: This item can be ordered from
http://www.springer.com/9783031294266

DOI: 10.1007/978-3-031-29426-6_28

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().