What is behind the non-visitors? Research on test

unsplash/Geert Pieters
Image: 2023 Nikolaus Schäffler

The European Union's recently launched Work Plan for Culture 2023-2026 places a clear focus on the accessibility of culture for all. But while cultural institutions and academics have been researching cultural audiences for over 90 years, one group has long remained in the shadows: non-visitors.

But who is behind this term and why is this group just as relevant for cultural institutions as the visitors? These findings are an extract from the master's thesis "The enigma of non-visitors in Austria: Who are they and why haven't they visited a museum in 12 months?"


A contribution by Sophie-Therese Mitterer, consulting


Go back