The Five Visitor Identity Types

Welcome to “Why Visitors Visit” Week, Part 2.

Last time, we made a quick list of reasons museum visitors visit. This time, let’s look at a more structured approach.

Museum researcher John Falk’s “Five Visitor Identity Types” framework first appeared in his 2012 book, Identity and the Museum Visitor Experience. Today, many of us know it by name.

Falk’s work was influential partly because it categorized visitors not by demographics (age, gender, income) but by psychographics (values, attitudes, interests).

Here are Falk’s five:

Identity 1: Explorers
Explorers are inquisitive. They want learning, intellectual stimulation, and things to try.

Identity 2. Facilitators
Facilitators come to help others — kids, friends, family — have a shared experience.

Identity 3. Experience Seekers
Experience seekers see themselves as worldly. They want to see what everyone is talking about.

Identity 4. Professionals and Hobbyists
Professionals and hobbyists have a personal interest. They want details, accuracy, and rarity.

Identity 5. Rechargers
Rechargers want relaxation in beauty, an inspirational escape from the grind.

Here’s the thing:

Falk’s model covers a lot of our list from last time, though not all. (But it does add a new one. Extra credit if you noticed which.)

Next time: Do museums get equal amounts of each visitor identity? Nope, not even close. It varies depending on museum type. We’ll find out how.

Warmly,
Jonathan

P.S. Falk’s five identities are well established, but do you think they cover all the bases? Hit REPLY and LMK.

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MtM Word of the Day:
VOC, or volatile organic compound. The chemical ingredients in many paints, plastics, glues, and cleansers that offgas (emit) harmful vapors. In museums, VOCs can harm both artifacts and people. VOCs are what cause "new car smell."