The role of art galleries is changing. New social patterns and demands have changed visitors’ expectations of their experiences at art galleries. In addition, the traditional boundaries that once defined the functions of art galleries have changed as these institut ions increasingly see themselves as part of the wider leisure industry. A \nfrequent response by art galleries to the situation of changing roles and audiences has been the mounting of special events to bring in increased visitors and to modernise their appeal and therefore competitiveness. This paper examines visitor motivations for attending the Asia-Pacific Triennial Art Exhibition, a special event at the \nQueensland Art Gallery, to uncover some of the factors that motivate audiences to attend special events at art galleries. The paper also discusses the attendance \nbehaviours of these visitors.
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