A Museumgoer is a visitor?

Interesting the use of the word  museumgoer, as read on an article in the New York Times:

... But the task is one that confronts almost all art museums now as they compete against pop culture and try to foster a new generation of museumgoers.

Definition from the Merriam-Webster dictionary:

 a person who frequently goes o museums and first know use of it: 1930

Then, who are the art museums really working for these days? I just post the question here.