This paper presents a novel way of understanding art museum visitation based on the examination of people's perceptions regarding art museums and galleries. Within a discussion of the existing literature, it is argued that both socio-cultural and individual factors influence museum perceptions and visitation decisions. Using in-depth interviews with 60 participants, eight different ways of perceiving the art museum have been identified. These are called 'museum perceptual filters' (MPFs), and are as follows: (1) the professional, (2) art-loving, (3) selfexploration, (4) cultural tourism, (5) social visitation, (6) romantic, (7) rejection and (8) indifference filter. By 'colouring' our 'spectacles of perception', MPFs seem to influence our visitation decisions.
IntroductionTraditional museum research has mainly asked questions regarding who, how often and, sometimes, why people visit museums. Because previous research has provided museum professionals with the main demographic and motivational characteristics of audiences, it seems that it is time for research to turn its focus to some other urgent questions, such as how people perceive art museums and how people's perceptions might influence their visitation decisions. As we will see, art museums are viewed in a variety of ways: as places of inspiration, places of exploring the world and the self, places of cultural education and places of social connection. At the same time, art museums can be viewed as exclusive places frequented by pretentious people and irrelevant to one's life, or even as places showcasing incomprehensible things.This paper presents the findings of a small-scale qualitative study whose aims were to explore people's perceptions regarding art museums and to understand how individual perceptions might influence visitation decisions. The research included indepth, semi-structured interviews with 60 participants in Nicosia, Cyprus. It asked questions regarding the interviewees' visitation frequency; reasons for visiting (motivation) or for not visiting; attitudes regarding art museums; attitudes towards people who visit art museums and people who do not; uses of art museums and what the interviewees believe they gain from the museum experience; whether the interviewees prefer to visit alone or with company, as well as questions about the interviewees' connection to art. At least eight different ways of perceiving art