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Attracting Millennials to the Aga Khan Museum

About the Project

Millennials are not traditionally interested in visiting museums. The Aga Khan Museum is North America’s first and only museum dedicated to the arts and cultures of Islamic civilizations, and the Marketing and Communications Department wishes to better understand Millennials to increase engagement and visitation.

The researchers surveyed 204 Millennials from Toronto Metropolitan University. Survey respondents were asked about their interest in different activities, what museum experiences they have enjoyed in the past, and how they find out information on what to do and where to go for events.

About the Researcher

Yalda Amiri Manesh, Siobhan Upton, Linh Than and Alison Wong were fourth year students at the Ted Rogers School of Hospitality and Tourism Management.