I. VISITORS’ SOCIAL PORTRAIT

The analysis of gender-age characteristics made it possible to conclude that socio-demographic structure of actual viewers – these socio-cultural product consumers - coincides with that of the assumed target audience (See table1).

Table 1

Age-gender and educational characteristics of “The Art of Travel” exhibition viewers (% of the  respondents)

Sex distribution	%
Males	38,1
Females	61,9
Total	100,0
Age distribution	%
Under 18	14,4
18-29	42,6
30-59	28,2
60 and above	14,8
Total	100,0
Education level distribution	%
Higher and incomplete higher education (higher education institution)	66,5
High school (college, technical school, vocational school)	22,0
Comprehensive school (11 grades)	5,6
Elementary school/primary school(up to 9 grade inclusively)	5,9
Total	100,0

As was anticipated, there exists dominance of female over male representatives (61,9% female compared to 38,1% males).

Age distribution feature demonstrates dominance of 18-29 age group ( 42,6%). One third of visitors belong to age group of 30 -59. Groups under 18 and  60+ are equal in percentage point (14% each). Average viewer age is 35,7.

Now let’s consider educational features of our audience in comparison with regional state museums visitors’ characteristics (See table 2). 

Table 2

Educational level distribution:

comparative characteristics

(% of the respondents)

Education level distribution	Exhibition visitors	Regional museums visitors[1]
Higher and incomplete higher education	66,5	51,0
High school (college, technical school, vocational school	22,0	23,3
Comprehensive school (11 grades)	5,6	12,4
Elementary school/primary school(up to 9 grade inclusively	5,9	13,3
Total	100,0	100,0

Compared to educational structure of regional museum audience the exhibition attracted more visitors with Higher School diplomas (66,5% and 51,0% correspondingly). It can be explained by both this social group’ preferences and the exhibition project promotion specifics.

Analyzing occupational structure of exposition visitors (See table 3), it should be noted that it, on a whole, correlates with analogous structure of regional museums public. A   difference can be observed in a slightly greater quantity in groups of schoolchildren/students, workers, specialists. At that a group of jobless is much smaller.

Table 3

Occupational distribution  

(% of the respondents)

Occupational distribution	Exhibition viewers	Museum visitors[2]
Schoolchildren/students	27,2	22,5
worker (blue collars)	10,6	2,9
Office worker (white collars)	8,1	10,7
Specialist  (doctor, engineer, teacher, lawyer, etc.)	38,3	34,7
Businessman	5,5	4,7
Company, division, sector head	4,7	8,8
Jobless	4,3	13,3
Housewife	1,3	1,7
Others	-	0,7
Total	100,0	100,0

The difference in industrial distribution is essential (see table 4). The majority of the exhibition visitors are engaged in industrial sphere (32,1%), every seventh viewer deals with trade and services , while an average museum visitor works at educational(16,9%)  or cultural (8,6%)institutions.

Table 4

Distribution by sphere of occupation

(% of the respondents)

Distribution by sphere of occupation	Exhibition viewers	Museum visitors [3]
Production	32,1	5,4
Trade, services	14,5	12,0
Construction, transport	2,7	5,6
Finance (banks, insurance, accounting)	2,0	4,3
Health care, medicine	0,3	2,8
Culture	3,4	8,6
Science, education	5,1	16,9
Tourism	1,0	Нет данных
Power Structures (army, police)	1,0	2,3
others	0,7	8,8
unemployed	37,2	35,6
Total	100,0	100,0

The next characteristic is income per head (See table5).

Table 5

Distribution of the respondents’ income per head within family

(% of the respondents)

Distribution of the respondents’ income per head	Exhibition viewers	Museum visitors [4]
Up to 5000 rub.	1,0	9,5
5000-10000 rub.	8,1	22,2
10000-20000 rub.	15,9	23,1
20000-30 000 rub.	18,6	8,7
30000-40000 rub.	14,2	2,9
40000-50000 rub.	4,1	1,3
50 000 rub. and more	7,8	0,8
Refused to answer	30,4	31,5
Total	100,0	100,0

“The Art of travel” exhibition viewers and state regional museum visitors differ greatly in this characteristic.  

Average income per heard among the exhibition guests is 26,9 thousand rubles, a moda income (most frequently met) makes up 24,0 thousand rub. Median income (the one in the middle of ordered series) equals 25, 300 rub. Unfortunately, data on regional museum visitors in this respect are not available. However, the data obtained give right to state that they are considerably lower: both the mode and the median are within the range of 10-20 thousand rubles.

The income of people who love to travel and who visited the exhibition is comparable with an average income per head in the Sverdlovsk region (in 2014 it constitutes 28,2 thousand rub.), visitors of regional state museums are not so well off (that data of 2012).

Now let us move to some specific of this research characteristics. Visit frequency is shown in table 6.

Table  6

The respondents’ visit frequency (museums)

(% of the respondents)

How often do you visit museum exhibitions?	Exhibition viewers	Museum visitors [5]
Several times a month	18,1	12,2
Several times a year	56,7	51,9
One in several years	17,0	28,6
Never, it is the first time	8,2	7,3
Total	100,0	100,0

“The art of travel” exhibition visitors documented a higher activeness in terms of visit frequency: thus, 74,8% of the respondents go to exhibitions and museum several times a year whereas the same behavior pattern is typical of  64,1% of this service users in the group of regional museums viewers.

Information of travel experience is significant for our analysis. The exhibition guests evaluate their travel experience as 8,6 years on average (see table 7).

Table  7

The respondents travel experience through their self-estimates

(% of the respondents)

 

How experienced are you in traveling? If possible assess it in years	%
Up to 3 years	25,6
3-5 years	23,5
5-10 years	15,3
10-20 years	10,7
20 and more years	13,9
No answer	11,0
Total	100,0
Average travel experience	8,6 лет

One half of exhibition viewers have traveled for no more than 5 years. Every fourth visitor has a travel experience of more than 10 years. These findings testify to the exposition designers’ assumption that the target project’s audience is likely to be representatives of two groups: young people shaping attitude towards travel as a form of leisure activity and life style, and people of older generations with a considerable travel experience ready to actively plan new trips, to remember and be nostalgic about the past journeys.  

 

 

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