Reducing the gap in non-visitor studies

Looking at museums as informal learning environments, it is clear that detailed information on visitors and especially on nonvisitors is key to preparing adequate offers. However, representative or population-based audience studies are scarce, and even less information is available on nonvisitors. Based on a representatively drawn German adult cohort (analytic sample: n = 6,837), we look at characteristics of museum audiences and use partial proportional odds models to describe factors that characterize both visitors and nonvisitors. Results show strong evidence for relevant factors outside the realm of demographic and socioeconomic variables, and that it is especially cultural capital and cultural participation that explain museum visits. We conclude by arguing in favor of developing broader models to conceptualize museum attendance and especially nonattendance.