Increasing Visitor Frequency: approach to understanding and forecasting how cultural attraction visitors respond to various incentives to increase visitation rates

在过去的十年里，博物馆一直在稳步流失游客。虽然目前的研究表明，这可能是由于更大的休闲竞争，很少有人了解人们如何选择访问或不访问文化景点。该项目的目的是开发，演示和测试基于随机效用理论（RUT）的建模方法，使文化景点的管理人员能够理解和预测潜在举措可能产生的访问后果。我们希望模拟游客对博物馆和其他竞争景点的选择，让博物馆确定具体的战略行动（或组合），以实现组织目标。

Museums have been steadily losing visitors over the past decade. While current research indicates that this may be attributed to greater leisure competition, little is understood about how people make choices to visit or not to visit cultural attractions. The aim of this project is to develop, demonstrate and test a Random Utility Theory (RUT)-based modelling approach allowing managers of cultural attractions to understand and predict the likely visitation consequences of potential initiatives. We wish to model visitor choices of museums versus other competing attractions to allow museums to identify specific strategic actions (or combinations) to achieve organisational goals.