Et andet udtryk for, hvor tilfredse brugerne er med mu-
seumsoplevelsen, er, hvorvidt de vil anbefale museet til
andre. På baggrund af brugernes villighed til at anbefale
museet på en skala fra 0 til 10 inddeles de i tre kategori-
er, der beskriver deres villighed til at anbefale museet til
andre. 63% af museumsbrugerne er ambassadører, der
er de mest tilbøjelige til at anbefale museet til venner og
familie. 27% er passive og vil hverken fraråde eller anbe-
fale andre at besøge museet, mens de resterende 10% er
kritikere, som ikke vil anbefale museet til andre. Billedet
er det samme på tværs af museumskategorier.
I hvilken grad brugerne er villige til at anbefale mu-
seet til andre, hænger tæt sammen med den samlede
tilfredshed med museumsbesøget. Som fgur 4.2 viser,
er ambassadørerne mere positive i deres vurdering af
museumsbesøget end de passive og kritikerne.
Blandt ambassadørerne er der ligeledes en større andel
af kvinder, ligesom anbefalingsvilligheden stiger med
alderen og uddannelsesniveauet.
Museernes kerneydelser og services
Brugernes vurdering af museernes kerneydelser og
services i 2018 ligner til forveksling vurderingen i 2017.
Det parameter, brugerne vurderer højest, er medarbej-
dernes venlighed og imødekommenhed med 9,3. Dernæst
kommer atmosfæren og muligheden for at være et rart sted,
begge med 8,8. De områder, som brugerne vurderer
lavest og dermed er mindst tilfredse med, er muligheden
for at deltage aktivt med 7,2, formidling via brug af digi-
tale medier med 7,6 og brugeroplevelsen for børn med 7,8.
En analyse af de 25% mest tilfredse og de 25% mindst
tilfredse museumsbrugere viser, at der for fere af museets
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