They prefer the museum in a more colourful outfit: Perceptions of millennials towards zimbabwe’s museums

Abstract

Millennials constitute the largest generation in the world, and this populace has potential to influence museums’ econometrics if cultivated. However, most millennials in Zimbabwe are uninterested in visiting museums as compared to partaking in other leisure, entertainment and sporting activities. This study examines the extent to which public museums in Zimbabwe are prepared to cultivate millennials as an audience. This study is grounded on the Museum Experience Model (Falk & Dierking, 2013) and employed qualitative and quantitative research approaches. Most millennials view public museums in Zimbabwe as boring and expensive, having inadequate visitor facilities and technological interactives. The study concludes that currently public museums in Zimbabwe are not now prepared to attract and harvest millennials as an audience.