An empirical assessment of member motivations in the museum setting /
| Main Author: | |
|---|---|
| Other Authors: | , , , |
| Format: | Thesis Book |
| Language: | English |
| Published: |
1989.
|
| Subjects: | |
| Online Access: | ProQuest, Abstract Link to OAKTrust copy |
| Abstract: | Securing funding for the operation of cultural institutions is a growing problem. As the number of such organizations has increased, governmental funding has become disseminated and competition among nonprofit organizations for private funds has increased. This study examined the motivations for museum membership and donation of the members of the San Antonio Museum Association. This was accomplished by developing a conceptual Model of the Museum Donation Decision Process which incorporated Maslow's theory of motivation and social exchange theory. The typology of basic needs presented by Maslow provided a framework for the segmentation of the sample based on a Dimensional Structure of Donor Needs which included: altruistic, prosocial, cognitive, self-esteem, esteem of others, family belonging, and intimate group belonging need sub-dimensions. Four specific segments were identified in the sample: Family/Education Motivated, Super-Motivated, Moderately Motivated, and Passive Members. Statistical analyses suggested that the main motivations across the segments were linked to needs in the prosocial, cognitive, and altruistic sub-dimensions. The segments were further analyzed to determine which specific museum benefits were sought by members to fulfill their needs. The Family/Education Motivated segment was most likely to have made casual museum visits, attend child/family oriented education programs and to have rated the free admission and monthly calendar of events as the most important benefits. The remaining segments mainly differed with respect to the intensity of need exhibited in each sub-dimension. That is, the basic motivational profile of the three segments and the membership package benefits identified as important by each segment were similar, but the level of needs fulfillment provided to each segment by the membership varied as indicated by their use patterns. The theoretical Model of the Museum Donation Decision Process was found to contribute to the study by providing a conceptual framework for the analyses. Maslow's typology of the basic needs which serve as motivators of behavior was supported in the donation setting through the development of a dimensional structure of donor needs from it and the structure's subsequent application in measuring the needs/motivations of the sample. |
|---|---|
| Item Description: | Typescript (photocopy). Vita. "Major subject: Recreation Resources Development." |
| Physical Description: | xiv, 221 leaves : illustrations ; 29 cm |
| Bibliography: | Includes bibliographical references. |