Moving Targets: a Culture24 report for Europeana Awareness

Culture24’s recently completed Moving Targets report seeks to unpack the complex and ever changing user needs within the cultural tourism information landscape.

In the development of services focusing on digital cultural content, as well as within cultural tourism more generally, there has often been a tendency to focus on supply driven ‘build it and they will come’ approaches, usually to the detriment of the ultimate end user.

Moving Targets challenges these approaches by instead interrogating the demands of users, in this case cultural tourists. It highlights the need to confront difficult questions such as, who exactly is a cultural tourist? What motivates their behaviour? What information do they need? How do they seek to engage with it? At the same time Moving Targets also explores the needs of other users with existing relationships to cultural tourists, such as commercial tourism publishers and public tourist bodies.

The answers to these questions are relative and continually evolving. However it is hoped that by widening the approach in this way, a better awareness is achieved of the changing landscape within which any proposed services would operate. Only by doing so can the opportunities and challenges of developing services that truly meet the needs of users be understood.

Moving Targets represents a key research output from the Europeana Awareness project. Funded by the European Commission, the project is coordinated by Europeana, the access platform for millions of books, paintings, films, museum objects and archival records that have been digitised throughout Europe. The report was researched and written by Sejul Malde.

Download a colour version of Moving Targets.

Download a black and white version of Moving Targets (printer-friendly).

Check out Sejul’s blog post about the issues raised by Moving Targets on the Guardian’s Culture Prorofessionals website.