Museum environments, visitors’ behaviour, and well-being: beyond the conventional wisdom

We introduce a taxonomy of museum environments, based upon three dimensions: the auratic/non-auratic character of the environment, visitors’ cultural attendance, and level of cultural attendance of the social context. We consider a case study of a museum environment characterized by the least favourable socio-cognitive conditions, and conduct a study on 102 museum visitors about their cognitive performance in terms of attention and recall, cultural habits, evaluation of museum services, and psychological well-being. In spite of a fair cognitive performance in terms of attention and recall and a general satisfaction with the museum environment features, a weak relationship between performance and cultural habits, and between cultural habits and psychological well-being, is found. We conclude that museum policies for low-attendance museum environments should be carefully reconsidered in order to stimulate visitors to develop more culturally oriented habits, with possible positive impacts also in terms of well-being.