ABSTRACT This paper investigates the role of visitor location and other related contributing factors in determining motivation to attend the Queen Victoria Museum and Art Gallery in the regional city of Launceston, Tasmania. It carries out an assessment of the literature on visitor motivation to attend museums and galleries, including visiting as a learning experience and as an environment for well-being. It also considers the role of visitor location in determining the factors behind the visit. Following our adoption of a visitor survey, this paper carries out a demographic visitor profile before considering our findings on geographical location, engagement with the museum and marketing engagement (including by visitor location). The study then carries out a series of independent t-tests with respect to visitor location, followed by ANOVA calculations with respect to the overall mean findings for different subgroups. Following this, confirmatory factor analyses determine item suitability, with four factors being identified. Following discussion of the findings and the drawing of conclusions, a series of recommendations for theory and practice are made, beginning with implications for QVMAG itself before broadening insight for other museums, galleries and cultural attractions more generally.

中文翻译：

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调查参观者位置与参观博物馆的动机之间的关系

摘要 本文调查了游客位置和其他相关影响因素在决定参观塔斯马尼亚州朗塞斯顿地区城市维多利亚女王博物馆和美术馆的动机方面的作用。它对有关参观博物馆和画廊的游客动机的文献进行了评估，包括将参观作为一种学习体验和一种幸福环境。它还考虑了访问者位置在确定访问背后的因素方面的作用。在我们采用访客调查之后，本文在考虑我们对地理位置、博物馆参与度和营销参与度（包括访客位置）的调查结果之前，先对访客人口统计资料进行分析。然后，该研究针对访客位置进行了一系列独立的 t 检验，其次是关于不同亚组的总体平均结果的方差分析计算。在此之后，验证性因素分析确定了项目的适用性，并确定了四个因素。在讨论结果和得出结论之后，提出了一系列理论和实践建议，从对 QVMAG 本身的影响开始，然后更广泛地拓宽对其他博物馆、画廊和文化景点的洞察力。