Visitor Capture Metrics: Research Note on a Six-year Correlation Analysis of Provincial Tourists and Museum Visitors

The research note endeavors to show that Department of Tourism (DoT) provincial level visitor counts are directly and positively correlated to National Museum of the Philippines Regional Component Museum (NMP-RCM) visitor counts. In some cases, the correlation between DoT and NMP-RCM visitor counts was very high, with Kendall’s Tau values approaching 1.0. While this indicates a strong association, these values should be interpreted with caution and not assumed to represent mathematically perfect correlations without further statistical validation. The research covers the years 2018 to 2023. The research note attempts to lay initial groundwork for more robust quantitative measurements in visitor targets for museums. A concept that is initially introduced here is _visitor capture_, which is the portion of province-level visitor arrivals who actually visited a local museum.