The paper entitled “Audience Segmentation in a University Museum: A Pilot Analysis at the Natural History Museum of the University of Cauca” was presented by researchers Marlon Felipe Burbano Fernández, from the Department of Administrative Sciences; Carlos Alberto Ayala Caicedo, student of the Tourism Program; and Ángela Rocío Chantre Astaiza, from the Department of Tourism Sciences. They analyzed the behavior, motivations, and perceptions of the Museum’s visitors with the aim of developing an audience segmentation proposal that will enable the design of more inclusive, personalized, and meaningful experiences. “This work is part of the Museum’s institutional strengthening efforts to improve its management, mediation, and communication with audiences,” stated Professor and researcher Ángela Rocío.

CIMED 2025, organized by the Universitat Politècnica de València and the Network of Museums and Digital Strategies (REMED), is the leading Spanish-speaking event focused on the relationship between museums, culture, and digital technology. In this edition, specialists from Europe and Latin America participated, engaging in discussions on artificial intelligence, accessibility, innovation, and digital experiences applied to the museum field. Thus, participation in CIMED represents recognition of the academic and research work carried out at the University of Cauca and positions the Natural History Museum as a regional benchmark in museological innovation and community engagement.