Estudio de públicos y consumo cultural del museo arqueológico centro cultural Orellana (macco), cantón Francisco de Orellana

Abstract

The lack of studies on cultural consumption in artistic spaces self-managed by the Archaeological Museum and Cultural Center of Orellana (MACCO) makes it difficult to register visitors. The objective of this research was to analyze the profile of the attendees, their preferences, motivations, and perceptions about the cultural proposal. Surveys were conducted between December 2 and 28, 2022, with the participation of 498 people, mostly high school, and university students between 15 and 30 years old. MACCO visitors showed a high educational level and attended for cultural purposes or for entertainment with family and friends. Two predominant profiles were identified: those linked to the artistic and cultural environment who visited frequently, and those who were visiting for the first time (43 percent), being the largest group. The former came for pleasure and the latter came on the recommendation of acquaintances or through social networks. The main reasons for attendance were the cultural environment and invitations from friends or family, generating an average stay of one hour. The most outstanding activities were comedy and theatrical performances, followed by dance. There was a lack of visitors who only used the MACCO exteriors to access the Internet, without taking advantage of the other activities. In conclusion, this research provided valuable information on the cultural consumption and audiences of the Museo Arqueológico y Centro Cultural de Orellana (MACCO). The findings highlight the importance of promoting access to culture and diversifying activities to attract new visitors and strengthen the connection with the community.