The Cost of Culture, how audience research measuring barriers to participation can be applied to Countryside Visitor attractions

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By Lucy Moriarty, VSG Administrator

Group of women posing outside in a garden for the camera — The Visitor Studies Group Committee 2024/2025 (Thom Atkinson)

Audience researchers gathered last month for the annual Visitor Studies Group conference, this year titled The Cost of Culture: Measuring Barriers Affecting Visitor Research. Speakers working in a wide range of learning, marketing, research consultancy and academic teams from institutions including; The Imperial War Museum, The V&A, The Royal Opera House, Morris Hargreaves McIntyre, The Revels Office, The National Gallery, London Transport Museum presented pioneering examples of best practice. Exploring the role of research and evaluation in championing equity and accessibility and considering how evaluation can be used as a tool in efforts to foster a sense of belonging and welcome for visitors of diverse backgrounds.

Presentations analysed trends in visitor activity post pandemic and in light of the recent cost of living crisis. Examining decision making for lower socioeconomic audiences and assessing the merits of economic equity in consultation.

Much of the research found that audience habits have changed in recent years with many diverting their attention away from cultural institutions to open green spaces. Less likely to attract an entrance fee and without the social distancing caveats, it would be easy to assume that countryside visitor attractions are more accessible to a diverse range of audiences but this is not necessarily the case.

Particularly applicable to outdoor sites were findings from research conducted by the Imperial War Museum who engaged consultant Alice Fenyoe from Curiouser, a research agency that delivers specialist audience insight to the cultural and charity sectors.

People sitting around large conference tables listening to someone out of frame — The Visitor Studies Conference, May 2024 (Thom Atkinson)

In looking at practical and perceptual motivators for visitors, they uncovered that for time-pressed families, the needs of children were imperative when deciding where to spend a day out. Having an engaging trail around your site or loaning wellies or explorer packs to keep young ones engaged may help to boost your visitor numbers. Likewise they recommended seeing people in their totality, appreciating their conscious and unconscious considerations.

In a countryside site, this might mean looking at your infrastructure, what kind of gates do you have? Are they easy to open? Is it obvious which routes are open to visitors and which areas you would prefer them to keep off? What are your paths like, could you push a buggy or a wheelchair on them, are they appropriate for people who are not so steady on their feet?

Similarly they stressed the importance of appreciating conscious and subconscious motivators. This could be applied to the practical considerations of attracting a particular audience to countryside sites. Is it easy to locate? Is it accessible via public transport? Have you provided details of both on your website?

Heartening though it is that audiences have been shown to favour time outside, we must not rest on our laurels. There is much that can be done to improve equitable access in the countryside and audience research is key to getting it right.

The Visitor Studies Group (VSG) aims to create excellent visitor experience for all audiences, championing visitor studies as a force for evidence-based decision-making.

For more information or to join see here