Visitor Evaluation: An Exploratory Study for the USAF Museum (Paperback)

The USAF Museum determined that little is known about its visitor base after conducting an initial survey of USAF Museum Foundation Members in 1996. It became apparent that Foundation members represented a small and unique category of USAF Museum visitors and prompted the need to evaluate visitors from the general population. This thesis explores the process of museum visitor evaluation and applies evaluation concepts in the development of a questionnaire designed to measure five constructs: motivation for visiting the USAF Museum, evaluation of the USAF Museum experience, transportation issues, general awareness of USAF Museum services, and demographic composition of the visitor base. The questionnaire was pilot tested for reliability and consistency in measurement, and was subsequently administered to 288 visitors in June 1997.