Inclusive Marketing in the Constructivist Museum: A Study of Non-visitors’ Needs

By Kathleen J. Miller.

Published by The International Journal of the Inclusive Museum

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Inclusive museum practices in the United States are found within, what is articulated by George Hein and others, as a constructivist museum. Applying constructivist theory to the visitors’ experiences in museums, the researcher examined one museum’s goals to include the visitor in all areas of museum marketing in order to be inclusive and to serve the public. With changing leisure time availability and changing leisure time needs, the museum must focus on the non-visitors’ needs in order to build audience numbers. This study examined inclusive marketing practices as found in a case study of the Figge Art Museum in Davenport, Iowa and used mixed methods of visitor surveys, staff interviews, and a social networking non-visitor leisure time needs survey. The results of the online surveys identified the non-visitors’ leisure time needs of a community-wide scope for the purpose of developing a focused marketing plan based on the visitors’ museum entry identities. The methods outlined in this study can be replicated by other museums and public organizations for marketing to non-visitors based on their leisure time needs. The results indicated a need for a variety of visuals to attract visitors to the museum, which led to a recommended list for inclusive marketing practices in the constructivist museum.

Keywords: Constructivist Museum, Inclusive Marketing, Non-visitor Studies, Leisure Time Needs, Entry Identities

International Journal of the Inclusive Museum, Volume 3, Issue 4, pp.91-108. Article: Print (Spiral Bound). Article: Electronic (PDF File; 2.702MB).

Kathleen J. Miller

Graduate Student, Museum Studies, Western Illinois University and Figge Art Museum, Moline, Illinois, USA

Kathleen Miller is a Western Illinois University graduate student in the museum studies program at the Figge Art Museum in Davenport, Iowa. She studied fine art at Augustana College, Rock Island, Illinois and at Illinois State University, Normal, Illinois. She received her B.A. from WIU in 2009 with business management and marketing minors. Kathleen is a charter member of the WIU Quad Cities Toastmasters International club and serves as vice president of education. She is an active member of honor societies Phi Kappa Phi, Alpha Lambda, and WIU Golden Key International Honour Society where she serves as vice president. As a charter member of the WIU-QC Society of Business and Technology, she served as treasurer and is an active member of the Social Responsibility committee. She also enjoys her activities involved with WIU Graduate Experience in Museum Studies. Prior to the museum studies program, Kathleen worked as a Realtor® for eight years during which time she developed a specific understanding of business marketing to consumer needs and plans to continue her business interests in the museum field.

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