Measuring Museum Visitor Preferences Towards Opportunities for Developing Social Capital: An Application of a Choice Experiment to the Discovery Museum

This study investigates preferences of visitors to the Discovery Museum (in North East England) with respect to opportunities to develop social capital. The extent to which museums generate social capital is largely unknown, but museums have potential opportunities to develop this type of capital. This study uses a stated preference choice experiment (CE) technique to estimate museum visitor preferences towards social capital opportunities. The findings indicate that visitors have a preference for visiting a museum with another individual(s); and that the provision of participatory activities, extended opening hours and locally related displays would generate more social capital among visitors and in society.