Contextualizing Falk's Identity-Related Visitor Motivation Model

ABSTRACT This article represents a companion to an article critiquing Falk's identity-related visitor motivations model. Provided here are a summary of the theory and assumptions that underlie the identity-related visitor motivations model and the empirical approaches that were used to develop the model. Particular attention is directed to clarifying the ways in which the identity-related visitor motivations model has and can be used as a segmentation tool, and the growing body of data from a wide range of institutions that support the basic validity and reliability of using the model for this purpose. The paradigmatic foundation of the model, pragmatism, is described. Pragmatism is an approach that emphasizes that knowledge is best gained through, and directed toward action; an approach that gives preference to practicality over theoretical discourses. Finally, thoughts on both the strengths and limitations of the identity-related visitor motivations model as a mechanism for better understanding museum visitors are presented.