“Kids, Today We’re Going to the Museum!” Discriminating Factors in Museum Visiting for Families With Children in Italy

Despite the increasing attention that museums are paying to children and families, demand by these targets has been little investigated and official statistics in many countries offer limited information. This study is intended to contribute to our knowledge about children’s museum attendance by analyzing and discussing data collected during F@Mu National Day of Families at the Museum, an Italian annual event held nationwide. The study explores the main characteristics of museum visits by children – both with their family and with their school – in order to identify high- versus low-attendance discriminant factors and to outline some strategic considerations in terms of museum management and cultural policies.