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Assessing the performance of a cultural institution is a complex process that requires taking into account several aspects, including the quality of its cultural program, the social impact of its actions, the ability to increase visitor numbers and access to public resources, as well as private resources to guarantee the continuity of its structures. It would therefore be a mistake to contrast the measurement of social impact with the analysis and evaluation of inherently quantitative indicators of the economic sustainability and management of museums. Both areas are in fact interconnected: the more efficiently a museum uses its resources and the more it expands the scope of its sustainability, the more effective its actions are in achieving the public good objectives it is called upon to pursue. All of this becomes fundamental to improving market competitiveness and promoting participation, inclusion and individual and collective well-being. A new contribution to this debate was made on 16 July in Turin, with the presentation of research findings on economic, social and cultural impact Egyptian Museum and Santagata Cultural and Economic Foundation This follows an analysis conducted in 2017.
Quantitative analysis
A quantitative analysis of visitors was conducted over a period of 94 days between July and October 2023, and an online questionnaire for museum visitors and newsletter subscribers yielded 1,502 valid responses. The sample was predominantly female, aged between 35 and 64. The age group was older, younger groups were underrepresented, and the educational level was higher. In addition, one-third of museum visitors usually visit at least six museums a year, and one-quarter of visitors have a card for free entry to museums.
The majority of respondents said they visited Egyptian museums out of personal interest (87%) and considered the reputation of the museum to be a factor compared to advertising tools, which can be used to inform visitors about specific events such as exhibitions, special openings or discounted admissions.
Among other factors that determine whether to visit a museum, posters outside the museum are relevant (6%), being able to get to know the actual cultural atmosphere of the city upon arrival, and word of mouth from friends and relatives (5%). This data is consistent with the results of a 2017 study, in which the social influence of the Egyptian Museum influenced the visitor’s choice of 0.5%.
Visit Experience
To best describe the experience of visiting a museum, the study analyzed personal, educational, and social values. The vast majority of respondents gave the highest rating to each value dimension. Specifically, 66% of respondents were most satisfied with visitor expectations, with an average rating of 4.5, and 62.3% of respondents believed that the learning and educational value perceived by visitors was the highest. Compared with their views on museum prices, those who thought the ticket price was too low certainly appreciated the educational element of the Egyptian Museum (vm 4.9), while those who claimed to have paid too much said that the average was lower (vm 4), always compared to the usually very high average.
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