Case study

Social connection: The best thing about the visit

This is part of our series of case studies or examples how a culture organisation contributes to one of the 12 dimensions of wellbeing from QWB Lab's Wellbeing Framework.

Social connections and motivations such as ‘spending quality time with family or friends’ often rank highest as a motivation to visit. We often see this in visitor research at museums and art galleries. A recent UK study also supports this - ‘to do something sociable’ was the main reason for participating in arts or heritage in person. And in a US study having a shared experience with friends and family was ‘the best thing about visiting a zoo, aquarium or museum’ for many.

This shared experience can be the exhibits, and, as now widely accepted, the cafe and the shop are part of the experience as well. However, these are often looked at mainly through a revenue generation lens. While this is useful, they also contribute significantly to wellbeing. In our pilot project of measuring wellbeing value, our Wellbeing Calculator© analysis showed that visitors derived wellbeing from visiting the exhibition and it increased for those who also visited the café. It showed how wellbeing is hidden in many places in museums.

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Case study

Social connection: The best thing about the visit

This is part of our series of case studies or examples how a culture organisation contributes to one of the 12 dimensions of wellbeing from QWB Lab's Wellbeing Framework.

Social connections and motivations such as ‘spending quality time with family or friends’ often rank highest as a motivation to visit. We often see this in visitor research at museums and art galleries. A recent UK study also supports this - ‘to do something sociable’ was the main reason for participating in arts or heritage in person. And in a US study having a shared experience with friends and family was ‘the best thing about visiting a zoo, aquarium or museum’ for many.

This shared experience can be the exhibits, and, as now widely accepted, the cafe and the shop are part of the experience as well. However, these are often looked at mainly through a revenue generation lens. While this is useful, they also contribute significantly to wellbeing. In our pilot project of measuring wellbeing value, our Wellbeing Calculator© analysis showed that visitors derived wellbeing from visiting the exhibition and it increased for those who also visited the café. It showed how wellbeing is hidden in many places in museums.

Interested in more stories like this? Sign up to our monthly newsletter.

Image: Jean Carlo Emer on Unsplash