Investigating informal learning at a cultural site

Based on a microeconomic theory framework, this paper explores in what extent the visit
to a museum influences visitors’ informal learning. Empirically, a Heckman selection
model has been employed that allows one to draw causal inferences in the observational
setting. Survey data were collected at the South Tyrol's Museum of Archaeology in
Bolzano (Italy) in 2011. More than half of the sample declared they had the opportunity
to learn. The empirical specification reveals that pull factors have a positive effect on the
propensity to learn new things. However, completing a previous visit does not increase
the probability to learn more. These findings provide a useful policy tool to plan
educational activities in the museum contributing to improve visitors’ human capital.