A Research Study to Better Understand Latino Visitors' Feelings of Belonging During a Museum Visit

Authors:

• Emma Marquez Peterson, Master of Arts in Museology
• Chair: Jessica Luke
• Sofia Ramos
• Lauro Flores

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Abstract:

The Latino population of the United States is steadily increasing. In the near future, research shows that the country could even become a minority majority, where non-white citizens are the largest demographic. While today there are millions of Latinos in the U.S., museum visitor demographics still indicate that the majority of museum visitors identify as white/Caucasian. Research shows that there are numerous barriers for Latino museum visitation, such as a lack of Spanish translation and labels, lack of diverse museum staff, and a lack of culturally representative exhibit content and programming. The purpose of this research study was to better understand Latino visitors’ feelings of belonging during their museum visit. The study employed a descriptive survey design using semi-structured interviews conducted at three large museums in the U.S. A total of 82 individuals were interviewed. Results showed that participants indicated moderate to low feelings of place-belonging, people-fit belonging, and context-belonging. Results also showed that participants’ feelings of belonging were affected by the presence of culturally relevant content in the museum, as well as by content available in the Spanish language. This study provides museum staff and professionals with opportunities to engage with growing Latino audiences and encourage Latino visitation to their institutions.