“…The history of museums suggests that they are slow to change and their brand signifies that their appeal is for those in search of high cultural consumption and education (Hood, 1992;Conforti, 1995;Hein, 2000;Hooper-Greenhill and Dodd, 2002). While museum management has attempted to broaden their appeal through a re-focus on visitor needs, (Crimp, 1985;Vergo, 1989b;Clifford, 1997;Griffin and Abraham, 1999;Griffin and Abraham, 2000;Rentschler, 2002) the core business of museums still resides in collection development, interpretation, and display, however diversified this may be (Weil, 2002). This paper presents the findings of a discrete choice modeling project in two major Australian museums.…”