Expanding the Scope of Visitor Studies: From Informal Learning to Heritage Contexts

For a long time, Visitor Studies has been closely identified with institution-specific, applied research, such as museum evaluation and audience development, and focused on contexts of “informal learning”. This paper reflects on the evolution of Visitor Studies in primarily museum settings in the US and the UK influenced by researchers from education and psychology. It considers how the study of visiting in other heritage settings developed relatively independently of Visitor Studies, and with different priorities. It then looks at recent issues and challenges that are common across heritage settings and makes the case for a unified field of Visitor Studies that spans all heritage contexts that provide designed experiences and interpretation for visitors. Broadening the scope of Visitor Studies from informal learning to heritage contexts would enrich the field, advancing our understanding of the complex relationships between people and heritage.