They are sources of information, education and entertainment. Pennsylvania s museums serve millions of people each year, enhancing the quality of life for residents and visitors alike. They help sustain our economy and are deserving of both public and private support. These studies, and others like them, have been cited as a case for increased support for museum marketing. While marketing is indeed important to increase awareness of, and support for museums, it needs to be supported by a quality visitor experience.
More emphasis needs to be given to fulfilling visitor expectations.
Without engaging interpretation that brings collections to life in ways that are relevant to everyone and not just the traditional museum visitor, the economic and societal benefits promised by museums will not be achieved. In their book, The Experience Economy , authors B. Joseph Pine and James H. Gilmore claim that today s consumers value experiences over goods and services. While museums have been offering experiences for years, the current competition for offering truly memorable experiences is now greater in that more and more businesses are getting into the act, raising the bar and increasing audience expectations. Such a scenario makes it even more important for museums to consider the entire experience of visiting their museum when reaching out to attract visitors. It s not just about the collections and exhibits but about the context in which they are placed and how they effect the visitor on an emotional, physical, intellectual or even spiritual level.