Safety concerns related to COVID-19 pose new barriers to visiting cultural organizations for those with interest. But what about people who don’t care to attend in the first place?
Why do some people call themselves unlikely visitors?At IMPACTS, we gather a great deal of research about audience subsets for cultural enterprises such as museums, zoos, historic sites, and performing arts organizations. We tend to focus on active visitors (current visitors), and inactive visitors (people with interest who have not attended). Together, these audience subsets are called “high-propensity visitors” in IMPACTS data lingo. They represent the...
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