Falks studier og forskning viser, at motivationen for et
museumsbesøg er styrende for, hvad brugerne foretager
sig på museet, og hvilken mening brugeren efterfølgen-
de får ud af oplevelsen. Motivationen viser sig ved den
rolle, som den enkelte museumsbruger påtager sig i den
pågældende situation. Brugeren kan godt skifte motiva-
tionstype afhængigt af den sammenhæng, vedkommende
besøger museet i.
Brugerne i undersøgelsen er opdelt i seks forskellige
typer med hver deres motivation og læringsadfærd, hvor
hver bruger godt kan tilhøre fere motivationstyper. I det
følgende udfoldes hver af motivationsfaktorerne og deres
andel blandt brugerne på de danske museer. De respek-
tive andele i 2018 ligger meget tæt op ad fordelingen i
2017.
Kigger man på tværs af alle brugere, er der ligesom i
2017 mindre variationer mellem brugere med bopæl i
Danmark og brugere med bopæl i udlandet. Der er også
i 2018 færre internationale brugere, som er vedhæng og
værter, hvilket kan ses som et udtryk for, at de internatio-
nale turister har taget et aktivt valg om at gå på museum.
Dertil er der blandt de internationale brugere en lavere
andel af fagligt interesserede og en højere andel af oplade-
re. Set i forhold til de hjemlige brugere er der altså færre
internationale brugere, der kommer for en specifk faglig
interesse, og fere, der søger æstetiske oplevelser.
Alle motivationstyperne er kendetegnede ved en større
andel af kvinder end mænd. Den højeste andel af mænd,
nemlig 41%, fndes blandt fagligt interesserede og
re, hvor der tilsvarende er 59% kvinder. Omvendt er der
med 36% mænd og 64% kvinder den laveste andel af
mænd blandt motivationstypen vedhæng.
Der er en nogenlunde jævn aldersfordeling inden for
motivationstyperne. Den højeste andel af brugere i alde-
ren 50+ fndes med 55% blandt oplevelsesjægerne, og den
laveste med 42% blandt opladerne.
Opladeren er den motivationstype, som har den stør-
ste andel af brugere med en høj uddannelse. 72% af
opladerne har en mellemlang eller lang videregående
uddannelse, hvilket tilsvarende gælder for 57% blandt
motivationstypen vedhæng, der har den laveste andel af
højtuddannede.
Ens vurdering af museumsoplevelsen på
tværs af motivationstyper
Den samlede vurdering af museumsoplevelsen er stort
set enslydende på tværs af motivationstyper.
Andelen af ambassadører, der vil anbefale museet til
venner og familie, er høj på tværs af motivationstyperne.
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