Dog er anbefalingsvilligheden lavere blandt vedhæng,
hvor 62% er ambassadører mod 67-69% blandt de øvri-
ge motivationstyper.
Der er på tværs af motivationstyper også bred enighed
om, hvad der har størst betydning for den samlede mu-
seumsoplevelse, nemlig udstillingerne. Dog er udstillin-
gerne særlig vigtige for oplevelsesjægernes samlede vurde-
ring og lidt mindre vigtige for værterne og vedhængene.
I år indeholder brugerundersøgelsen
også en undersøgelse af museernes
ikke-brugere. De er i denne sammen-
hæng defineret som danskere, der
ikke har brugt et dansk museum de
seneste 12 måneder eller mere.
En forståelse for ikke-brugerne er relevant for at kunne
udvide museernes brugergrupper. Ikke-brugerne adskil-
ler sig nemlig i deres profl fra museumsbrugerne.
Nærværende kapitel udfolder, hvilken baggrund
ikke-brugerne af museer har, hvordan de oplever de dan-
ske museer, samt barrierer og muligheder for øget brug
af museer. Kapitlet er baseret på svar fra 918 ikke-bruge-
re i alderen 16-74 år. Ikke-brugerne er identifceret i en
panelundersøgelse med deltagelse af 2.136 danskere.
Undersøgelsen indeholder også en dybdegående analyse
af en særlig gruppe af ikke-brugere, nemlig kortud-
dannede ikke-brugere. Det skyldes, at der er en klar
sammenhæng mellem uddannelsesniveau og brug af
museer. Den dybdegående analyse er foruden spørge-
skemaundersøgelsen baseret på 15 kvalitative interviews
Figur 6.1: Fordeling af brugere og ikke-brugere med målgruppen.
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