ON THE TRAIL OF NOSTALGIA: A STUDY OF THE EMOTIONS EVOKED BY THE ISTANBUL TOY MUSEUM IN VISITORS

This study investigates the emotional experiences of museum visitors, with a specific focus on the Istanbul Toy Museum in Turkey, widely recognized as one of Europe’s most distinguished institutions of its kind. The research is significant as it highlights the role of emotional engagement in cultural spaces, underscores the importance of communication in shaping a city brand grounded in historical heritage, and positions Istanbul as the “toy capital.” Methodologically, in-depth interviews were conducted with the museum’s founder, Sunay Akın, and 10 visitors to explore their emotional experiences. Participants’ emotional states before and after their visit, as well as their evaluations of the museum’s communication practices, were analysed through content analysis techniques. The findings reveal that the museum is not merely perceived as a venue for displaying toys but as a living cultural space where communication is fostered and meanings are actively constructed. Furthermore, the results demonstrate that the museum environment significantly influences visitors’ emotional states, both prior to and following their visit.